Don’t Forget the Buying Unit During the Buyer’s Journey

When marketing to customers throughout the buyer’s journey, the margin between success and failure is incredibly thin.

The competing market noise is pervasive, and customers are self-educated to the point where they are quite comfortable in ignoring new product and technology offers.

Due to the vast amount of information at a customer’s disposal, this firmly places a customer in the driver seat for future business negotiations.

In many sales situations, a customer knows more about a company’s products and their competitors than the company’s salespeople.

Due to this shift in negotiation power, any company trying to lead with a product-focused narrative delivered in the absence of audience context decreases their likelihood of business success.

To be consistently heard today, companies must tailor and align their solution benefit narrative to the unique purchasing motivations of different audiences.

Businesses that best articulate and connect the value between their product’s promise and the benefit it delivers to an individual need are in the best position to succeed.

The critical point here is connecting solution value to a specific individual’s need and potential purchasing motivation.

With five to seven people involved in most purchasing decisions, companies must identify who they need to reach, and then communicate to the unique buying motivations of many different kinds of individuals.

One-size fits all solution positioning does not work when you have multiple interests and perspectives present throughout the buying process.

When discussing the buyer’s journey, what is often understated is the importance of not only identifying the buyer and the stage but as equally important, what is that buyer’s potential relationship to the buying unit and the buying process?

Organizations are at a competitive disadvantage when they attempt to determine who are the right buyers to focus on and what to say if they don’t invest the time in trying to identify and understand the buying units.

Conversely, businesses who take that time are far better equipped to deliver personal and relevant buying experiences throughout the multiple stages of the buyer’s journey.

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