Complex Buyers Are Rating You


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ScorecardScorecard (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.

Original Article

Tony Zambito
Tony is the founder and leading authority in buyer insights for B2B Marketing and Sales. In 2001, Tony founded the concept of "buyer persona" and established the first buyer persona development methodology. This innovation has helped leading companies gain a deeper understanding of their buyers resulting in revenue performance. Tony has empowered Fortune 100 organizations with operationalizing buyer personas to communicate deep buyer insights that tell the story of their buyer. He holds a B.S. in Business and an M.B.A. in Marketing Management.


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