A Typical B2B Buying Process Part 2 (More Detailed)

This is a detailed overview of a typical B2B buying process. The key to success in B2B selling is to recognize where your client is within the buying process so that you can match up your sales process to be in sync.

Although the first phase is called Problem Recognition, an actual problem may not be fully apparent and may not be the obvious driver for the client. For example, maybe it a proactive move in order to gain a competitive advantage in the marketplace.
Although on the surface this is a proactive move and it is not an obvious problem like having a situation where a competitor is taking all of their business…the fundamental problem or reason why they are doing this is to avoid having their competitors stealing their business. At this point the client has a few more steps to go through before they make a purchasing decision. If you engage with them at this point recognize that they are simply looking to begin gathering information and often they are just trying to fully understand the problem themselves. This stage is a fantastic time for you to become a trusted adviser with the client and to also begin giving them insights that they may not have considered.
 
When a client is within the information gathering phase, often it is something that they will do on their own. Remember that although they are gathering information on possible solutions to their problem, they are also gathering information on understanding the problem and what it could potentially mean to them. This is why whitepapers, client case studies, articles, and infographics are very useful at this stage.

The evaluation of options phase is exactly what the title says…they are evaluating their options. The client has gathered information and now feel that they are in a position to begin shortlisting these options so that they can evaluate them.
 
The concern/risk resolution phase is one that many B2B reps miss or overlook.The key to this phase again is to ask questions! If you are late to the game, try to find out as much information as you can regarding the options that they are considering.

Finally, the client is ready to make a purchasing decision. In this phase you will have the final negotiations with the preferred vendor, and other administrative departments like legal or procurement will be involved.
 
Purchase Evaluation. I imagine that we all can relate to this part in the process quite easily. At this stage your best strategy is to over communicate and take ownership if anything goes wrong. Own the problem and work to get it solved as best as you can, and I guarantee that you will have business contact that you can call upon forever no matter where which company you work for.

[bentube]

Excellent explanation on the Customers Buying cycle . thank you very much. This is priceless, thank you for taking the time to share your knowledge on this.

[SoimulNemtean]

How exactly does a company interfere in the buying process of a company and knowing exactly how far the process went?