Professional insights and personal musings
Hey B2B Marketer, Are You a Pivotal Purchase?
(And, Are You Thinking About What Your Customers Are Thinking About?)By Bob Rose, President
You’re in the business of helping other businesses, right?
But ask yourself: Do your clients rely on you to help them grow or operate more profitably?
Is your business truly pivotal to their success?
If you answered yes, then you are what we call a Pivotal Purchase.
Pivotal Purchases are indispensable B2B services that make your customer’s business sing. And if your company is one, you’ve got a challenging job in selling your services to new clients.
Pivotal Purchases have defined buyer dynamics and a reliable set of buying behaviors. It is vitally important for marketers to understand these in order to construct programs that produce consistently strong results.
A big thing to know is that because your function is pivotal to clients’ business, the people making the decision about which provider to hire are feeling pressure. Making the right decision or, uh oh, the wrong one has important consequences. Client’s business is affected, and as if that weren’t bad enough, client’s careers are affected. The pivotal buying decision is very personal!
This idea informs all kinds of communication decisions – in creative development and in designing message delivery systems.
This is the tip of the iceberg in understanding the Pivotal Purchase customer. Let us know if you’d like to hear more.