Sales and Marketing Performance Blog

The 19th Century called - they want their buying process back

Posted by Mark Gibson on Mon, May 11, 2015

In 2003 I was working in a Silicon Valley tech startup. Google was just 5 years old, the iPhone was a glint in Steve Jobs’ eye, and Blackberry was the king of the smart-phone market.

I’ll never forget one meeting at the disc drive manufacturer Maxtor; the buyers in the meeting knew nearly as much as we did about our product and they knew more about our competitors product (Google search) than we did. 

buyers_journey_cover

They had done their homework using Google prior to our meeting. This was the moment when I realized that buying behavior had changed forever and I had to change too.

Another problem was that we didn’t really have any insight as to where they were in their buying process. They went radio silent and disappeared after our meeting.

When I read Why Killer Products don’t Sell by Ian Gotts and Dominic Rowsell, which is the original work on which IMPACT is based, it was like a light had been turned on in a dark room.

At last I understood the B2B buying process - not through the lens of the sales funnel, nor through the simplistic 19th century advertising concept AIDA, but based on what’s actually going on in the buying organization. The title of my blog is inspired by Tiffany Bova of Gartner, The 90’s called, they want their channel programs back.

The B2B Buyers Journey – Sales Guide is a new eBook designed to create an understanding of the B2B buying process, not through the lens of the sales funnel, but based on what’s actually going on in the buying organization.

This eBook will help entrepreneurs, sales managers and salespeople to understand how to use content facilitate the buying process.

Concepts covered:

  • The I-M-P-A-C-T buying process 
  • The impact of risk on vendor engagement and buying behavior
  • Questions salespeople must ask and answer to facilitate buying process transitions
  • Mapping the sales process onto buying process
  • The role of content in the buyer-seller dialogue

Click to Download

Get The B2B Buying Process Sales Guide  

 

 

Topics: b2b buying process

Subscribe to Our Blog

The B2B Buying Process Sales Guide 

The B2B Buying Process; why you need to understand it and how to facilitate transitions with the buyer through the process.

buyers_journey_cover

Click on the image or on this link to download the B2B Buying Process Sales Guide

Selling Disruptive Technology?

Get the new eBook update from the authors of "Why Killer Products don't Sell"

impact-1

This new 20 page eBook is a primer for entrepreneurs, executives and investors in early stage technology companies. 

Sales and Marketing Alignment eBook

SMA eBook iconSalespeople are struggling to effectively engage buyers across the buying cycle from after they say hello. This eBook explores messaging alignment principles and uses a new content delivery platform to assist in the message capture and delivery process.

The Quick and the Dead

An inbound lead is as cold as a mother-in-law's kiss after 1 hour.
Responsiveness is the new competitive advantage in selling. Download the WittyParrot eBook to learn how.

speed in sales

Connect on Social Media

Popular posts

Categories