Purchasing decisions of B2B customers are more similar to those of private customers (B2C) than it may initially appear. It is not only objective criteria that count; subjective factors also play a role. These include whether the brand matches the positioning of the own company or whether the design and features are attractive. This article takes a look at the research and explains how – with the right data – it can be used to help you better understand the more personal elements behind your customers’ decisions. From this you can then form a value proposition that meets the deepest needs of your customers. After all, the customer should perceive the products and services of his supplier as unique and make his decision accordingly.
The management consultancy Gartner recognised early on that it is not enough to focus on the pure purchasing cycle. Since it is no longer enough to simply win orders, the focus must be on the entire customer life cycle. Here is a summary of the Gartner ideas from 2016.
In the near future it should be possible to load all information from WALDNER products into BIM databases without any problems. However, we also use the necessary software to simplify, accelerate and make our internal processes more transparent. This initially requires a change in thinking and rethinking – but pays off in the long term.
“Global, agile, digital” is not only the motto of this year’s DDIM Congress, it also applies in particular to the Interim Managers from the sales department.
The ten expert groups of the Dachgesellschaft Deutsches Interim Management e.V. (DDIM) also includes the Sales and Marketing expert group. Ralf Komor, sales expert at Senior Executive/Director level and long-standing Interim Manager in this field, is head of the group. In times of digital change and changing market structures, he and his professional colleagues have particularly important tasks.