Inside the Customer's Purchase Decision: Collaborative Sales and Marketing Strategies to Steer Today's Buying Behavior

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This document discusses customer purchase decisions and strategies for collaborative sales and marketing. It notes that customers now have extended time horizons, stabilized contact turnover, and are open to new ideas. However, customer spending is still down and price pressure is significant. Customers are also using consultants more, demanding increased customization, pushing more risk onto suppliers, and expanding consensus requirements. The document examines key drivers of customer loyalty like providing unique perspectives, helping navigate alternatives, and educating customers. It also profiles high performing sales reps, noting that "Challenger" reps who push customers are most likely to win deals, especially in complex sales. The document advocates for salespeople to "Teach," "Take Control," and "Tailor"

Business Career

Inside the Customer’s Purchase DecisionCollaborative Sales and Marketing Strategies to Steer Today’s Buying Behavior © 2011 The Corporate Executive Board Company. All Rights Reserved.

Reluctant Customers 3 2 1 Customer’s time horizon extended Contact turnover stabilized Customers open to new ideas The Good 4 5 Customer spending still down Price pressure still significant The Bad 6 7 8 9 Customers using consultants to drive purchase Customers demanding increased customization Customers pushing risk onto suppliers Consensus requirements expanding The Ugly © 2011 The Corporate Executive Board Company. All Rights Reserved.

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Supplier has widespread support across my company53% Percentage of Contribution to Customer Loyalty 9% 19% 19% © 2011 The Corporate Executive Board Company. All Rights Reserved.

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