Objective:
Understand
every type of person that influences the
decision to buy your product or service.
Benefits:
Ability to adapt strategy, market messages, product roadmaps
and sales process to each genotype,
accelerating the "buy" decision.
Silicon Strategies Role: Discover and
document key "buy decision" influencers and their motivations, to
facilitate selling to all stakeholders.
Many people affect the decision to buy. Some provide influence, some mandate
solutions, some have veto power. It is
critical to know each genotype, what
influence they have, and how to sell to
each.
We define a genotype
as "the unique buying decision influencer
within a segment of a specific market." The definition of the market, the market
maturity level, and scope of the market
segment will change which genotypes are
critical to your efforts.
Silicon Strategies Marketing guides you
through process for identifying and describing the
common genotypes in your industry and market
segments. For each genotype, we determine
and document their:
- primary motivators and demotivators
- expected outcomes from
your product
- scope of influence in the buy
decision
The outcome of these processes helps
you to reach key buyers and helps your sales
staffs to close deals. Genotype
analysis also
feeds development of your
core market message (messages that attracts each
genotype during promotional campaigns) and
your brand management. Our process will determine
the:
- market phase for your product
- types of management levels
involved in the decision process
- scope of their influence on the
"buy" decision
- key motivators and demotivators
for each genotype matrix point
- correlation between genotype
motivations and product benefits
The harsh reality is that you must sell
to each genotype. Selling to all
genotypes makes your products easier to buy. Failing to win the hearts and minds of every
influencer of a buy decision will extend the sales cycle, if not lose
your sale entirely.
Contact Silicon
Strategies Marketing for a telephone
consultation about discovering your
genotypes. |
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