B2B Buying Behavior and their Challenges by Brent Adamson
No.1 thing we should solve for today in order to increase the likelihood of a customer buying a high quality low regret deal is "Customer Confidence". It's not customers confidence in supplier, or its brand, product or sales professional. It's customers confidence in themselves. Their ability to make large-scale decisions on behalf of their company. i.e. Have we asked the right questions Have we looked at the right information Are we even agreed how confident are we that we even agree on the right problem i.e. this is the best solution 4 significant forces eroding Customer Confidence on an ongoing basis Decision Complexity - B2B buying decisions have become increasingly complex as more and more stakeholders have gotten involved in that purchase decision with competing priorities competing metrics Information Overload - Its not a customer struggle with a high quantity of information but they struggle with high quantities of high quality information. Everybody's