Silicon Strategies Marketing - Know buyers and stakeholders for technology marketing and sales   Silicon Strategies Marketing - Marketing Consultancy for the High Tech Industry        
 

"The correct goal is to make [ your product ] easier to buy."
Geoffrey Moore, The Chasm Group

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.

People (genotypes) that influence the decision to buy a product change as the market matures.  And each requires a unique selling proposition.

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.

SSM White Paper

Buyer Genotypes - Gene Splicing for Fun and Profit

Learn how to identify the different buyers and influencers in our white paper.

SSM White Paper

B2B Executive Loyalty

Read about how technology executives display loyalty to select vendors in our white paper

 

 

 

 
 
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