B2B Purchasing: A Risky Proposition
In the last couple years, I’ve written that risk is a primary motivator in B2B purchase decisions, and that fear of making the wrong decision strongly influences B2B supplier selection. And rightly so. The wrong choice can have long-lasting business and career implications.
This week, Enquiro, released a white paper entitled Mapping the BuyerSphere (registration required). The white paper presents findings of Enquiro’s recent research into B2B buyer behavior; illustrates risk as the common, dominant factor in B2B purchasing; and explores an alternative model for targeting and mapping markets and prospects. Gord Hotchkiss and his team have done a great job, and the paper is well worth downloading.
If you haven’t thought about B2B purchasing in these terms before, it can really make you question and rethink your approach to the market. If risk is the primary motivator, how do you need to adjust your tactics, your messaging, your positioning? (more…)