Objective:
Understand
every person that influences the
decision to buy your product.
Benefits:
Precise targeting and communications to
decision makers, purchase influencers and
people with "veto" power.
Silicon Strategies Role: Discover and
document key "buy decision" influencers and their motivations, enabling selling to all stakeholders.
Many people participate in buying decisions,
especially in B2B markets. Some influence
the decision, some mandate
solutions, and some have veto power. It is
critical to know each buyer genotype, what
influence they have, what their different motivations
are, and how to sell to
each.
Silicon Strategies Marketing defines 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 identify the genotypes that are
critical to your sales and marketing efforts.
Silicon Strategies Marketing guides you
through 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
Our consulting processes help
you reach and educate key buyers, making
your products easier to buy and thus
initiating sales. Genotype
analysis also
enables development of your core
market message and
your branding. Our processes 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
You must sell
to each genotype. Selling to all
genotypes expedites decisions and shortens
sales cycles. Failing to win the hearts and minds of every
influencer of a buy decision will extend the sales cycle,
or lose
sales entirely.
Contact Silicon
Strategies Marketing for a telephone
consultation about discovering your buyer genotypes
and how to sell to them. |
