When you are looking at the B2B space, you have to keep one thing in mind always – you are dealing with multiple people not one person. In the consumer space you could look at the consumer and maybe the influencers like the wife / husband or children who can influence, but generally it’s a small set of one or one plus.
In the case of B2B sales however its always by default Many Buyer Persons getting involved even though at the company level this may be your Ideal Customer Profile.. Its very very rare to identify a single person who can take all the decisions. This however may happen if the buying value is very low.
Now if there are going to encounter multiple people that you have to influence towards your product or service then your first exercise should be to identify all the people involved. So before you talk to thousand clients in the single target market – you first need to analyse just one customer and how will the process move.
Recently in one of the cases that my team was fighting we got blindsided by the procurement team of the customer. We did all the evaluation exercises , the technical team was coordinating with us and we were supposedly rated the best. But suddenly we got to know that the order was handed over to someone else.
Our challenge was that we had not analysed the hidden agendas that were getting played out. This happens a lot when you are in the B2B space. Its called getting zigged when you should have zagged.
Once you have analysed the niche and got down to the usage, you then need to start mapping who all could be involved in the decision making in ONE customer. Once you have analysed what happens with ONE, then you can replicate the process across the whole segment that you have identified. You may still get zigged, but if you have put the identification in your process, then the chances of being zigged will get reduced.
Till next time then…..to your success in the market.