B2B Buying Motivators
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Transcript of B2B Buying Motivators
In our book*
we call these
components the
Five Factors of Value
* Business-to-Business Marketing: A Step-by-Step Guide
By Mark Eardley and Charlie Stewart
They’re the definable
MOTIVATORS
of all buying decisions
Insights: B2B Buying Motivators
RESPONSE
Understand the current and future
challenges faced by every customer.
Demonstrate your commitment to
reinforce each customers’ success.
DEFINING VALUE
SERVICE
Ensure customer experience
meets agreed expectation across
all aspects of supply and support.
Insights: Managing CX in B2B
DEFINING VALUE
TIME
Competitive lead times that
support reliable supply of products
and services in agreed formats.
DEFINING VALUE
QUALITY
Consistent products or services
that achieve the customer’s goals
by meeting briefs or specifications.
DEFINING VALUE
PRICE
A customer’s measurement of
how you contribute to their success.
Keep it clear, rational and structured.
Prove that it is competitive.
DEFINING VALUE
Choose a product or service
Use a 1 to 5 scale to measure
how you think it performs against
each of the definitions of Value.
How would you rank competitors?
Example…
MEASURING VALUE
DESCRIBE AND MEASURE PERFORMANCE
Response
How well do you understand the current and
future challenges faced by every customer?
How well do you demonstrate commitment to
reinforce each customers’ success?
DESCRIBE MEASURE 1 - 5
Choose a customer
Use the same process to measure
how they think you perform against
each of the definitions of Value.
How do they rank competitors?
MEASURING VALUE
Compare results
How does your measurement
compare to your customer’s?
What must change to align the
two rankings and deliver Value?
MEASURING VALUE
CREATE SALES
PROTECT MARGINS
BUILD MARKET SHARE
OWN THE KNOWLEDGE
GET THE BOOK