What Buyers Want

Answers | Help Solving Problems | "How To" Get Things Done

Answers

Your buyers want answers to their most important questions. What questions do your buyers have? Here are some common buyer questions:

How can I reduce my costs?
How can I be more competitive and win more business?
How can I impress my boss?
How can I advance my career?

Does your sales literature and web site answer these types of questions?

Buyers aren't looking for answers about you or your product. They're seeking answers that help them manage “their world” better so they can be personally successful.

Help Solving Problems

Your buyers want help solving their problems. Here are some common buyer problems:

Inventory management problems
Throughput barriers
Cost reduction challenges
Quality control issues
Lack of recognition
Staff training problems

Buyers want to know how to solve these types of problems. Are you giving them information to help them do that?

"How To" Get Things Done

Today, buyers want to “learn how to” get things done—in detail. They want a blueprint.

Harvard Business Professor Clayton Christensen says all buyers hire products to perform a job, or to get something done.

Most buyers are not do-it-yourselfers. When they see how it's done, they can better judge if it will work for them.

We call this type of learning "Proof/Demo" because it replaces the "test drive" for the buyer in the Purchase Decision Process.