Brand recognition and positioning are incredibly important to establish trust with buying committees yet often overlooked by B2B companies.
A huge challenge for Sales is building trust and presence towards all stakeholders over time. Research states that salespeople meet and identify only 1/3 of the entire buying committee, making it difficult to influence and position yourself to all. Adding to the complexity, your positioning varies between clients, as their needs and relationship to your brand differ. It depends on what solution you are discussing and where they are in the buying journey.
Gartner concluded that more than 30 people are involved in a buying journey in an average B2B deal. Salespeople will always be unable to identify and reach all stakeholders within that buying committee, and that’s fine. They cannot be expected to engage with all of them. But with this fact comes the realisation that building consensus around your offering and brand will be difficult. Lack of consensus for a specific deal will most often lead to “no decision”, often referred to as “status quo”.
Gartner concluded that more than 30 people are involved in a buying journey in an average B2B deal. Salespeople will always be unable to identify and reach all stakeholders within that buying committee, and that’s fine. They cannot be expected to engage with all of them. But with this fact comes the realisation that building consensus around your offering and brand will be really difficult. Lack of consensus for a specific deal will most often lead to “no decision”, often referred to as “status quo”.
Buyers are placing you in the wrong box due to the wrong positioning and perception of your brand. When comparing potential vendors, your competitors will have an advantage if better positioned to the client. This is often highly difficult to overcome irrespective if your solution can deliver a better service to the potential customer.
Well-positioned brands often reap the benefits simply because they are considered lower risk.
Great news as positioning and perception can be changed and adapted. It can even be adapted within specific deals. Not only does increased visibility and presence drive trust, but you also position yourself exactly how you want to be perceived towards that specific account and deal. It almost sounds like you’re given an unfair advantage.
Buyers are placing you in the wrong box due to the wrong positioning and perception of your brand. When comparing potential vendors, your competitors will have an advantage if better positioned to the client. This is often highly difficult to overcome irrespective if your solution can deliver a better service to the potential customer.
Well-positioned brands often reap the benefits simply because they are considered lower risk.
Great news as positioning and perception can be changed and adapted. It can even be adapted within specific deals. Not only does increased visibility and presence drive trust, but you also position yourself exactly how you want to be perceived towards that specific account and deal. It almost sounds like you’re given an unfair advantage.
The buying committees allocate approximately 5% of their time to you in their buying process. The majority is spent on online/offline research and discussions with colleagues and other industry peers. With a low presence within a buying journey, decisions often drag on time and reaching a consensus within the buying organisation will be difficult. The memory and understanding of your solution will be skewed.
It is difficult to get through, influence the internal discussions you are not a part of, and steer the buying organisation towards your solution, brand and initiative. Or at least it used to be.
Want to know more about how Inzynk can be your unfair advantage, check out our advertising solutions.
The buying committees allocate approximately 5% of their time to you in their buying process. The majority is spent on online/offline research and discussions with colleagues and other industry peers. With a low presence within a buying journey, decisions often drag on time and reaching a consensus within the buying organisation will be difficult. The memory and understanding of your solution will be skewed.
It is difficult to get through, influence the internal discussions you are not a part of, and steer the buying organisation towards your solution, brand and initiative. Or at least it used to be.
Want to know more about how Inzynk can be your unfair advantage, check out our advertising solutions.
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E-mail: [email protected]
