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TAKING THE DRIVERS’ SEAT BACK
Mariana Hansen – 2016257
Mauricio Berlin – 2016140
Silvana Andrade – 2016098
Stenio Costa – 2016205
Customers at drivers’ seat
Suppliers believe that customers are higher empowered and need sellers only
at the end of the purchase process
How many customers at drivers’ seat?
We all have
Is it good to be at drivers’ seat?
Hard Awful Painful
Post- purchase anxiety
Second-guessing occurs in more than 40% of the
65% of customers spend as much time as they’d
expected to need for the ENTIRE purchase just
getting ready to speak with a sales rep
Taking the drivers’ seat back
What makes the process so hard has nothing at all to do with suppliers and
everything to do with customers themselves
SOLUTION? MAKE BUYING EASE
Get into the 57% and help at every stage of the buying process
Step 1: Map the (real) journey
Awareness of whom?
Consideration of whom?
The Spanning 3 Phases
Is there a problem that
Identifying, sizing, and
Assess various approaches
to addressing their highest-
Having agreed on a
suitable solution, it
considers suppliers and
engages, often for the first
time, with a sales rep
Step 2: Identify barriers
When the customer’ interview is part of
the journey mapping, it is important to
uncover the struggles with any supplier
It is smart to consider the responses of
many customers and to look for patterns
that reveal the obstacles that give rise to
difficulties of purchase.
Attacking a small number of big
problems reduces the burden for reps
who are already inundated with new
tools, systems and rules
Step 3: Design a prescriptive approach
By identifying the main obstacles to purchase, it is possible to devise an
effective prescription sales strategy
Channels to deliver a prescriptive approach:
Content produced and distributed by marketing
Talking to customers
Workshops led by sales reps, specialists or executives
How to make it work?
Be unbiased and credible
“Wow! You made my life much easier!” vs “ I
know what you are trying to do here”
Reduce indecision and compel action
Make concrete and evidence-based
Help customers to quickly reach consensus
Not only what to buy but also how to buy
Facilitate progress along the journey
Lead to a solution that the supplier is uniquely
able to provide without explicitly promoting it
Responsive vs. Prescriptive
They require active participation
Clear steps confirming their commitment
They are Binary and Objective
Minimizing potential misinterpretation
Signal at each step a customer’s deepening commitment to
moving away from the status quo
Binary and Objective
Engage with the diagnostic on a specified date
Provide formal executive-level signoff up front
Required supplier and customer actions
Identify step necessary to advance the buying process
Agree on preliminary success criteria
Present cost estimate
Begin legal law review
Review draft proposal
A Prescriptive organisation…
Gives clear recommendations based on specific rationale
Presents concise offering and a stable view of the capabilities
Explains complex aspects of the purchase process clearly
Deeply understands the customers’ purchase journey and its challenges
Arms salespeople with tools to overcome each challenge
Monitors customers’ progress so it can intervene at any moment to keep the
process on track
Aligns sales and marketing teams to support customers’ journey from start to
… is one step ahead
Prescriptive organisations are perceived
as being one step ahead. They
anticipate and eliminate obstacles,
which is translated in business results.
They are 62% likelier to win a
CEB, 2017. Prescriptive Selling. [online] Available at: https://www.cebglobal.com/insights/challenger-
sale/prescriptive.html [Accessed 14 April 2017].
Cutrone, C., 2013. Cutting Down On Choice Is The Best Way To Make Better Decisions. Business Insider,
[online] 10 January. Available at: http://www.businessinsider.com/too-many-choices-are-bad-for-business-
2012-12?op=1&IR=T/#final-conclusion-from-the-talk-be-choosy-about-choosing-18 [Accessed 15 April 2017].
Duus, R. and Cooray, M., 2015. Information overload is killing our ability to make decisions. Business Insider
UK, [online] 16 July. Available at: http://uk.businessinsider.com/information-overload-is-killing-our-ability-to-
make-decisions-2015-7?r=US&IR=T [Accessed 15 April 2017].
Hill, R., 2016. The new world of B2B buying: 7 top takeaways from #CEBSummit. Quarry [online], 15
November. Available at: https://www.quarry.com/fresh-ideas/the-new-world-of-b2b-buying-7-top-takeaways-
from-cebsummit [Accessed 19 April 2017].
The Marketing Practice, 2017. A prescription for the pain: CEB puts ease of purchase at the heart of the B2B
sales process. [online] Available at: http://blog.themarketingpractice.com/a-prescription-for-the-pain-ceb-
b2b-sales-process [Accessed 15 April 2017].