Buy Why Customers

A look at how industrial customers make purchase decisions. Understanding why and how customers make purchase decisions is vital to maximizing profitable sales, developing new products, growing companies and developing predic-tive sales models. Many sales managers and salespeople have prescribed rules of thumb or rubrics that detect and analyze " buying signals, " but these are rarely tested and are often based on gut feel or personal experience. For example, some salespeople believe that, if a prospect's need is urgent, if his project is funded and if there is no competition, then securing a booking is just a matter of time. Unfortunately, this is not always the case, and there may be other factors that influence why and how customers decide to buy.