This is like saying that every first date from digital dating sites (eg. eHarmony) results in marriage. And the marriage analogy is huge in marketing theory. Our favorite is by Dwyer,Schurr and Oh (1987). They debunk the marketing myth of the”one night stand” in favor of the paradigm of”long term marriage.” Just as a marriage takes place after much due diligence on both sides, so does complex B2B and B2C purchases. Lisa Gevelber of Google explains how one customer searches 900 times, at different websites,before deciding to lease a particular car.Read: The Car-Buying Process: One Consumer’s 900+ Digital Interactions.
We get frequent questions from innovative solution sellers about how to deal with the power and politics of B2B Buying Centers. This is after you have started talking with people at a prospective customer organization. And yet a deal doesn’t seem to be coming through.Here is our take and we hope this makes our dear readers feel better:
You may not realize that US sales force compensation spending is over three times advertising spending. In 2006 sales force compensation was $800 billion, Meanwhile US advertising spend is estimated at only $187 Billion, in 2015. Sales is the world’s second oldest profession and its compensation is an evergreen question in sales for thousands ofContinue reading “Why sales force compensation is over three times advertising spending in the US”
“How does a sales person identify the influential members of the buying center?” is an
important question that sales people constantly wrestle with. While “Buying Centers” have influencers, they may not be the most powerful i.e. influential and it is best to identify potential users of your product or service who will become your advocates because your offering is so appropriate. In other words, remember that those who are “influential” in organizations are so because they champion stuff that is right for the