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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

Are you selling how they’re buying?

Consumed => “Are you Selling the Way Customers are Buying?” by Craig James on NY Report.

http://www.nyreport.com/node/80737

I love this bit:

How do you determine what the buyer’s process is? Simply ask one, powerful, open-ended question: “Tell me how you go about evaluating and purchasing products and services like ours?” or “What’s your process for evaluating and purchasing products and services like ours?” Then sit back and listen. His response will be his company’s or team’s buying process.

And this is exactly why every marketing and sales effort should start with:

1) Who is the target?

2) What are their expectations?

It’s not about you and what you think you’re selling. It’s about them and what they know they’re buying.

On a related note, I was in on a conversation a few weeks ago about a product/service and pricing. The argument was that the lowest price was the key purchase motivator. Yes, that might be true for some. But for others&mash;and based on my experience, my others is significantly larger than their some—maybe price impacts the perception of quality. That is, sales are being lost because the price is too. This might not always be true but in this case I believe that it is/was.

Obviously, everyone knows that price effects the perception of quality. It’s certainly also possible that a lower price might draw a more churn prone customer. The point being, some times more is better than less when it comes to pricing. But you can’t answer that question until you understand how your target is buying.

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