Shifting B2B Buyer Concerns

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A Consultative View Vision Group Methodologies™ www.visiongroupconsult.com Dan Lemke , Principal November 16, 2009 Property of Vision Group - Copyright 2009 Shifting Concerns of Individuals Making Buying Decisions

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Get best Price Needs Solution Risk Cost Needs Solution Risk *Based on the research of ‘The Huthwaite Group 2 Time Line of Individual Level of Individual Concern Property of Vision Group - Copyright 2009

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Best Price Needs Solution Risk Cost Needs Solution Risk Latent Needs Demand Generation *Based on the research of ‘The Huthwaite Group’ Level of Individual Concern 3 Becoming Aware Time Line of Individual DEMAND GENERATION PROGRAMS: Outbound prospecting Email campaigns Nurturing Programs Advertising Direct Mail Campaigns Referrals SELF GENERATED: Internet Searches Trade Show attendance Past experiences Current Needs arise Related Needs drive it Blogs, Twitter, Face Book Property of Vision Group - Copyright 2009

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Best Price Needs Solution Risk Cost Needs Solution Risk People Latent Needs Demand Generation *Based on the research of ‘The Huthwaite Group’ Level of Individual Concern 4 Becoming Aware Time Line of Individual CONCERNS ABOUT NEEDS: Determining needs Evaluating importance $ Understand reasons preventing meeting needs Beginning of VALUE recognition Review of known Solutions (Internal first, then explore external) Contact potential external Solution Providers CONCERNS ABOUT PEOPLE Knowledgeable Competent Sincere Decision on trusting people to reveal information Determination regarding people effectiveness Can they help Do they have POWER to get action Conclusion is emotional, then use logic to decide to continue with this person Property of Vision Group - Copyright 2009

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Best Price Needs Solution Risk Cost Needs Solution Risk People Latent Needs Demand Generation *Based on the research of ‘The Huthwaite Group’ Level of Individual Concern 5 Becoming Aware Time Line of Individual Concerns about COST/PRICE Early thoughts on cost of ANY solution May do some price shopping without solution being fully discovered Have been taught by sales people to ask about price very early Could become a cynic “Knows the price of everything, but the value of nothing” If presented with product details early in examination of outside solutions may ask for price Delaying of price question is based on conversations with People they meet/talk to If they continue to evaluate, then cost is not important, but, later they demand best price Property of Vision Group - Copyright 2009

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Best Price Needs Solution Risk Cost Needs Solution Risk People Latent Needs Demand Generation *Based on the research of ‘The Huthwaite Group’ Level of Individual Concern 6 Becoming Aware Time Line of Individual Product/Service CONCERNS ABOUT SOLUTIONS (end of Phase I and throughout Phase II) First Vendor to have good Discovery/Vision conversations may become standard others are measured by Consultative person will help with definition of needs, why they are difficult to meet and HOW they can be met Buyer may begin to open up about the cost of doing it the way they do it currently After buyer understands current costs they may be willing to discuss savings or changes. This equals VALUE. They then need proof they can get it. Product/Service becomes key. Proof in Phase 2 may consist of 1. Final pricing 2. References/stories, 3. Contract finalization, 4. SOW, 5. Final Proposal, 6. implementation details Vision Value Property of Vision Group - Copyright 2009

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Best Price Needs Solution Risk Cost Needs Solution Risk Product/Service People Company Latent Needs Demand Generation *Based on the research of ‘The Huthwaite Group’ Level of Individual Concern 7 Becoming Aware Time Line of Individual Concerns about RISK & COMMITMENT: Person/buying group assess risk of solution, & company providing the product/service Will review with vendor(s) final elements to be proposed May want to negotiate final pricing to assure they have the best ‘DEAL’ Getting the best ‘DEAL’ is human nature Buyer may test vendors by false negotiations and fabricating discounts from other vendors Caution Property of Vision Group - Copyright 2009

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Best Price Needs Solution Risk Cost Needs Solution Risk Product/Service People Company Latent Needs Demand Generation *Based on the research of ‘The Huthwaite Group’ Level of Individual Concern 8 Becoming Aware Time Line of Individual Property of Vision Group - Copyright 2009