Posts Tagged ‘solution’

Buyer Adoption – What is Different?

April 22nd, 2014

How do you really understand the buyer’s problem in the adoption process as they go about solving that particular problem. If you think about it, buyers don’t care about technology, products, solutions, services, etc. They start with a painful situation.

Think weight loss. I know I need to lose weight, but the pain of dieting and exercising outweighs the benefits of a healthy lifestyle. UNTIL, doctor tells me I have to do it for critical reasons or I find the pain of living with the extra weight has become more painful than losing the weight. Just because something is important, does not make it urgent. And vice versa, just because something is urgent, doesn’t make it important. The key to adoption is matching what you do to what I want AND need.

Because adoption is really not about product adoption either, it’s really about how buyers measure success and what they have to adapt/adopt to solve the root problem to their pain. Adoption to the buyer is the buyers’ recognition of pain through to resolution of the underlying problem. So the way we’ve been measuring customer experience, in the market today, is how well did I set expectations and how well did I deliver against those expectations. Buyers measure success based upon did it fix the “broken” problem. Not treat the symptoms, not deliver on something I didn’t really need.

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Defining Buyer-Enabled Marketing

February 6th, 2012
We are Seeing a Disconnect Between The Way Buyer’s Approach the Market And The Solution-Centric Marketing That Vendors Provide
  • Buyers are active and participating within on social websites, forums etc., but the social market is noisy, saturated, mature,  and cluttered with vendors so buyers are faced with many options to choose from which makes the decision making process more difficult
  • Vendors are using technical jargon (educated buyer) and needs to shift towards more “pain” and “generic” social search orientation for a less educated, but more strategic buyer.

How do you develop customer relationships, influence requirements, and drive sales if buyers are doing research and making buying decisions before your organization becomes aware and engaged? 

  • Understanding how buyers solve business problems, research and weigh solution options, reconciling  various organizational  motivations, along with assisting the organization to solidify business, functional, & technical requirements
  • Identify buyer motivations, triggers for purchase, and research/selection/ buying process, and behavioral market segmentation
  • Focus marketing engagement around buyer’s needs, not with solution awareness messaging
  • Leverage social networks &  online communities to reach buyers in their communities of interest
  • Provide decision support, not solution advocacy
  • Assist them in building targeted strategic business cases based upon their particular needs before then addressing
    tactical functionality and feature requirements.