By TekMark Growth Partners Ltd.
Despite what many people believe (mostly inexperienced sales people), technical decision-makers rarely make purchase decisions solely on the lowest price. Many other actual, perceived and intangible attributes influence their evaluation and decision making process. This process establishes their “Customer Buy Decision”. The more you know about this evaluation process the better you can determine what your customers want vs. what they need (there is a key difference) and subsequently better design and position your products, services and marketing strategies to the specific needs of your target markets.
