Scorecard (Photo credit: Aaron Landry)
The economic meltdown of a few years ago marked a turning point. It accelerated a movement that had been underway for several years. Complex processes with an emerging set of skills required now manage the buying decision.
One of those skills involves developing complex rating systems. Complete with evaluation scorecards.
You may be aware that you are being rated, but can you be sure how?
Researching buyers and communicating findings via buyer personas may get you to the answer of how. Here is a validating buyer viewpoint you need to hear:
“We use a rating system. We rate and rank the options well before a vendor presentation. Once we have what we need after meeting with vendors, we then plug data into a scorecard we developed that helps us make the right decision.” VP, IT Strategic Planning
Ratings applied to both options and solution presentations as we hear in the quote above from one of my buyer interviews.
If you are not thinking about ratings when developing marketing and sales strategies, think again.
