{"id":407208,"date":"2016-08-02T07:45:39","date_gmt":"2016-08-02T14:45:39","guid":{"rendered":"http:\/\/b2bmarketingdirections.blogspot.com\/2016\/07\/why-you-need-to-understand-more-than.html"},"modified":"2016-08-02T07:47:51","modified_gmt":"2016-08-02T14:47:51","slug":"why-you-need-to-understand-more-than-the-buying-process","status":"publish","type":"post","link":"https:\/\/customerthink.com\/why-you-need-to-understand-more-than-the-buying-process\/","title":{"rendered":"Why You Need to Understand More Than the “Buying Process”"},"content":{"rendered":"
\nUnderstanding how potential customers make buying decisions is critical for successful B2B demand generation. But research shows that this is a big challenge for most B2B marketers and salespeople. For example, in its annual sales performance optimization surveys, CSO Insights asks participants to rate their ability to understand their customer’s buying process. The following table shows the percentage of survey respondents who said their understanding of the customer buying process “exceeds expectations” in each of the past five annual surveys.<\/p>\n
Part of the problem is that most models of the B2B buying process make it appear to be less complicated than it actually is. For example, the SiriusDecisions model that is shown below is a great high-level representation of the B2B buying process. I’ve used it several times in this blog to illustrate various points. However, even the SiriusDecisions model doesn’t reveal the true complexity of the process. There’s a great deal going on in those steps called “loosening of the status quo” and “committing to change,” and most of what’s happening has little to do with buying a specific product or service.<\/p>\n<\/p>\n
What most models don’t make clear is that the B2B buying process is really a part of a larger change management process, as the following diagram illustrates. This is particularly true when a major solution-type purchase may be involved.<\/p>\n<\/p>\n