Unleash the power of real buyer insight.
A fundamental aspect of successful selling and marketing today is to sell the way your customer’s want to buy.
Connecting your efforts to what the buyers need to do approve a purchase is a smart strategy – it helps you focus on the things that are important to the buyer and it helps the buyer navigate the various options for making a quality decision.
So, how do you do this? It’s actually pretty easy — just ask them.
As with most things, however, there’s a balance to strike here. In too many cases, companies exhaust every possible option to understand the customer’s buying behavior with one exception: asking real customers.
So let us help!
Delivering actionable Buyer Insights
Every day we ask business decision makers to tell us what worked for them and what didn’t as they completed a recent purchase. We’ve had lengthy conversations with C-level executives, business analysts, directors and engineers asking them to take us through what they were doing and thinking when they decided to investigate options to solve the problems our clients address.
We don’t use scripted questions, so our conversations are free from bias and encourage buyers to share their true stories and buying experiences openly. And because we’ve spent over 25 years selling and marketing in the technology business, we understand the selling process and we’ll ask the right questions to uncover exactly what it was that influenced their decision. Influencer’s at all levels in the organization have revealed extraordinary details as we probed every aspect of their decision to change, their research strategies, perceived obstacles and final decision criteria. The insight is pure gold!
INSIGHThought used buyer insights to spot a market shift and drive $2M in revenue.
A provider of ERP applications in the utility market space was struggling to gain the attention of buyers. Their product team had developed a suite of new application features that they believed would significantly change their competitive position in the marketplace but found no measurable jump in adoption.
Our buyer interviews revealed that senior managers at the utility companies had been blindsided by changes in state regulations that were recently passed and they were now totally focused on avoiding significant fines and penalties due to non-compliance. Our client tested the implications of these new regulations in a benchmark survey across their market and confirmed the cost impact that the new regulations would impose and the shift in buying behavior.
Our client responded by quickly developing a monitoring component to their application that they highlighted in a demand generation campaign aimed at helping utilities understand the cost implications of these new state regulatory changes. The campaign was incredibly successful generating over 20% response rate and closing 3 large deals exceeding $2M.
INSIGHThought used buyer insights to stop a competitor and prevent 60-75% discounting.
A provider of CRM software to the financial market was losing 80% of their deals to a single upstart competitor. The sales team was proposing discounts of 60-75% to stop the bleeding and brunt the success of this competitor. They were going to win the battle but lose the war!
Our buyer interviews revealed that the competitor had tapped into the key capabilities that buyers were looking for (the same capabilities that our client provided but had considered unimportant) and were successfully positioning these capabilities as their strengths and our clients weaknesses. “I’m looking for the technical details that explain the capabilities of your CRM system said the buyer. I didn’t see any mention of them in your website or marketing materials.”
This executive then went on to describe the particular capabilities that he was looking for and the perceived limitations of our clients solution. Our client responded by revamping their website, content marketing and sales playbooks to address the capabilities and obstacles that were preventing buyers from choosing their solution. They have won 5 of the last 8 engagements.
Request a mock Insight Interview