Ray Collis

Buying Is Now A Team Sport

Buying Is Now A Team Sport
This entry is part of 4 in the series Buying Team

The modern buyer is a team, not an individual. Indeed, as the example shown earlier suggests, the roll call of all those involved in the buying decision is a veritable ‘who’s who’ of the organization. The excerpt below highlights the number of levels involved in the buying decision, the seniority of the decision makers as […]

 John O' Gorman

Selling To The New Buyers

Selling To The New Buyers
This entry is part of 4 in the series Buying Team

When it comes to major buying decisions, managers are pulling rank. Senior managers are not just rubber-stamping buying decisions. They are taking an active role to ensure all major purchases underpin organizational goals, priorities and strategies. When Buyers Pull Rank All this means the job titles of those involved in making today’s major buying decisions […]

 John O' Gorman

The Buying Team – Redrawing The Atlas Of Buying

The Buying Team – Redrawing The Atlas Of Buying
This entry is part of 4 in the series Buying Team

Once upon a time a question like “who makes the buying decision?” was easy to answer; one or two names were typically sufficient to describe where the power lay. But this is no longer the case, and nowadays sellers almost need a map of organizational buying to reflect all those who make and shape the buying decision…

 Ray Collis

Examining the Business Case – The Building Blocks

Examining the Business Case – The Building Blocks
This entry is part of 12 in the series Business Case

The term business case can mean different things to different people. For this reason it is helpful to explain the key elements of a business case in terms of other more universally understood business planning and analysis tools. The business case combines four elements as shown in the diagram. The Building Blocks of the Business […]

 Ray Collis

Buyers Face 3 Business Case Challenges

Buyers Face 3 Business Case Challenges
This entry is part of 12 in the series Business Case

Predicting the future is not easy, but that is exactly what the business case must attempt to do. This is particularly true in a time of market turbulence. Today’s perfect plan could be completely invalidated by a change in the competitive situation, an upset in the market or any one of a host of other […]

 John O' Gorman

What Are Buyers Thinking?

What Are Buyers Thinking?
This entry is part of 12 in the series Business Case

Why do buyers do what they do? Why do they choose one supplier over another and choose some projects to be scrapped, while others are advanced? These are questions that understandably intrigue salespeople. Buyers tend to reveal little, leaving many salespeople complaining that they don’t know what buyers are thinking. They may even complain buyers […]

 Ray Collis

What Is The Business Case?

What Is The Business Case?
This entry is part of 12 in the series Business Case

One of the most powerful realizations for sellers is that when it comes to the complex sale there are no buying decisions, only business decisions. The implication is that buying decisions which in the past focused on the what, where, when and how, are now purely concerned with the ‘why?’ Peel back the layers of […]

 Ray Collis

The Role Of The Business Case

The Role Of The Business Case
This entry is part of 12 in the series Business Case

Why is the business case so important? Well, the key reasons the business case is now at the center of major buying decisions are listed below. 1. Drives business success: It ensures any projects, purchases or investments enable the organization to achieve its objectives. 2. Allocates scarce resources to maximum effect to get the best […]

 Ray Collis

Examining the Business Case – The Cost-Benefits Equation

Examining the Business Case – The Cost-Benefits Equation
This entry is part of 12 in the series Business Case

The business case can take many forms, but at its core is one key question — why should we buy? or more to the point: How will this purchase help the organization (department/unit) succeed? The business case clearly outlines the value equation of the proposed purchase that reflects not only costs, benefits and risk, but also how […]

 Ray Collis

Examining the Business Case – Considerations Of Risk

Examining the Business Case – Considerations Of Risk
This entry is part of 12 in the series Business Case

The business case requires much more than a cost-benefit analysis — that is too simplistic for complex business decisions. For example, a more in-depth analysis would highlight that while the payback from project A might be twice that of project B, this benefit may be negated when higher levels of risk are considered. Managers are […]

 Ray Collis

Examining the Business Case – The Political Dimension

Examining the Business Case – The Political Dimension
This entry is part of 12 in the series Business Case

A business case is an economic argument for investing in a project or purchase. However, it is not purely economic, but also political. In this context the successful business case will involve a process of extensive involvement with stakeholders and will be written, or at least reviewed, by cross-functional committees. This is essential to creating […]

 Ray Collis

Buying Logic Examined

Buying Logic Examined
This entry is part of 12 in the series Business Case

Clearly one of the key trends in respect of organizational buying is the movement towards the application of business logic to buying decisions.   It is clear that features and benefits will not swing the big sale, forcing the seller to address the key economic, strategic and political issues if the purchase is to be […]

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