Social gastronomy define the buyer adoption problem

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by: Judy Mod, Social Gastronomy

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Social gastronomy define the buyer adoption problem

  1. 1. Defining the Adoption Problem Buyer Adoption by Design SM
  2. 2. Do Not Distribute without Permission © Social Gastronomy LLC 2013 Peer-Influenced Panoramic Market Commercially Available “Deconstruct” the market to “Reconstruct” the “Big Picture” view of the complexity sufficient to anticipate the buyers’ different perspectives There’s been a shift in complex BtoB buying from 2D (vendor-driven) to 3D (peer-influenced) How does your buyer view your interactions in the market? Do they see that you are helping to solve their problem?
  3. 3. Do Not Distribute without Permission © Social Gastronomy LLC 2013 Market Adoption: Technology as Solution Newopticalillisuons.blogspot.com Which has empowered buyers to “redefine” their own adoption Your Definition: Getting the market to adopt your technology or innovation by evangelizing your solution Buyers are Redefining Adoption: From Recognition of Pain How Well They Solved the Problem Buyer Adoption: Solution to Problem Their Definition: How an individual buyer goes about solving a particular problem and what technology/tools/ knowledge they need to adopt in order to solve their problem. Sometimes, focus transforms the picture….
  4. 4. Do Not Distribute without Permission © Social Gastronomy LLC 2013 So, where do you account for the dimensionality of buyer adoption in what you’re doing today? Marketing Business Development Sales
  5. 5. Do Not Distribute without Permission © Social Gastronomy LLC 2013 Or, are you just frustrated with your market adoption?  No visibility to when active buyers enter the market  Not reaching them early enough or getting close enough to influence their buying decisions  Missing opportunities because we didn’t make their short list  If/when they engage, they come prepared with their requirements with little influence from us  Tactical sponsor can’t make the strategic business case or internal consensus to make a decision How Do I Find You? How Did You Find Me?
  6. 6. Do Not Distribute without Permission © Social Gastronomy LLC 2013 Unaware of Solution, but “In Pain” Target Buying Universe “Potential” Solution Market Un-identified “Likely” Buyers Actual Able to Self-Diagnose Underlying Problem Unable to Diagnose Underlying Problem 20% 80% Identified Vendor-Driven Peer-Influenced Are you waiting for buyers to “react” to your solution or can you get visibility (early) to those in pain? Visibility to Problem Different Engagement Trusted Advisor
  7. 7. Do Not Distribute without Permission © Social Gastronomy LLC 2013 Are your buyers (and you) getting stuck in diagnosing their underlying problem? 7 I don’t know what I am looking for…. I start with my pain… I am looking for people who understand and can point me in the right direction. I don’t know my underlying problem! mid 30 - 50% Buying Process Too noisy!!!! Saturated How reach? Top 10 - 20% Long Tail I know what I am looking for… looking for a particular solution.
  8. 8. Do Not Distribute without Permission © Social Gastronomy LLC 2013 Do you even know how they go about doing that? Many possible solutions, but how do they decide what to adopt? How does your technical solution solve my business problem? What problem(s) does your target buyers need to solve? How do they prioritize decisions as a business? How do you help them make decisions? When? How do they diagnose the underlying cause from all of the symptoms?
  9. 9. Do Not Distribute without Permission © Social Gastronomy LLC 2013 ROIRisk Mitigation TransactionUnique IPMessaging Value Pain Symptoms Problem Diagnosis Treatment Selection Vendor Selection Effective Cure Treatment Options Validate Pain Validate Problem Validate Requirements Validate Problem Solved Problem Solving (Breakthrough Model) Solutioning (Momentum Model) Is your goal to capture a buyer at a time or operationalize their decisioning process to breakthrough to the many?
  10. 10. Do Not Distribute without Permission © Social Gastronomy LLC 2013 Have you accounted for all of the elements which contribute to the differences in buying in the market? Visible Market = Aware of Solution Marketshare + Lost Opportunities Problem Complexity • Pain & Symptoms • Awareness of Problem • Consensus to Problem • Role of Decision Maker • Size of Influencer Team • Business Maturity & Size • Technical Experience & Maturity • Organizational Structure • Key Functionality Required • Competitive & Substitution Options 20% 80%
  11. 11. Do Not Distribute without Permission © Social Gastronomy LLC 2013 Or are you still counting on the investments that you‘re making to get you over the goal line fast enough? Sell to those who can actually Buy Lower Cost of Customer Acquisition Speed to Market Long Sales Cycles Replicate Early Wins Premium Over-Performing CheapSaturated Yield Discount Direct Sales Advertising SEM Email Marketing Telemarketing Direct Marketing Marketing Automation PR Blogging Social Media Channel Programs Conferences Tradeshows Webinars White Papers Sponsorships ? Solution Marketing Investments Persistent Pains
  12. 12. Do Not Distribute without Permission © Social Gastronomy LLC 2013 Rethinking Adoption Curve Buyer Marketing Feature Driven Functionality Driven Problem Driven Cost Driven Peer Driven Do you need to disrupt/change the dynamics in your market to gain a competitive edge? Solution Marketing Brand Marketing
  13. 13. Do Not Distribute without Permission © Social Gastronomy LLC 2013 Adoption Problem Problem Problem Problem Problem Market Segmentation Problem Diagnostic Buyer Assessment Business Roadmap Adoption Core Competency Quick Win Transformation Data-Driven Problem Solving Then, as a business, commit to redefining adoption as buyers do, from “Point of Pain” to “Problem Resolution”
  14. 14. Do Not Distribute without Permission © Social Gastronomy LLC 2013 So, if you think you have an adoption problem, let’s talk about it 14 Judy Mod Principal, Social Gastronomy, LLC. jmod@socialgastronomy.com Mobile @ 404.307.9613

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