There are two aspects to a Buyer’s Journey as they consider a solution purchase:
1. Buying Decision: getting internal buy-in from colleagues, bosses, and budgets to decide to make a change, figuring out how or what will be included in the change, and agreeing how to move forward.
2. Solution Purchase: choosing a solution and vendor.
INSIGHTthought is concerned primarily with decoding and mapping the Buying Decision aspect in the Buyers Journey. This is the part of the Buyers Journey that buyers and sellers face every day and that the sales model and methodologies largely ignore.
The sales model focuses on needs assessment and solution selling. A Buying Decision is a change management activity. They are two different activities, done at two different – and opposite – points along the buying journey.
Sales models do not have the capability to facilitate the buyer’s behind-the-scenes issues and activities to ensure they get the necessary buy-in to bring in your solution. But your reps need this skill because in the gap between the buying and the selling, buyers spend less than 17% of their journey interacting with your sales people. And when buyers are comparing multiple suppliers‚ the amount of time spent with any one sales rep may be only 5% or 6%.
Your reps are seeing a very small part of the decision you need to influence.
Global Medical Supply Company
There’s been a long history of selling. Now is the time to help people buy.
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