Uncovering the Hidden Drivers of Demand: Customer Value Engineering™ Reveals What Matters Most
Customers often start a negotiation by emphasizing price and product features. These things always matter, of course. But buying decisions encompass many other considerations, such as reliability, service arrangements, certainty of delivery date, and the opinions of users inside the organization or expert analysts.
Cumulatively, these influences may account for 70% to 80% of the purchase decision. That’s why there is gold to be mined … [ Read more ]
Content: Article | Authors: John Hanson, Mike Sargent, Peter Frend | Source: Mercer Management Journal | Subjects: Management, Marketing / Sales