Tagged 'Experiential education'

Experiential Buying Behavior Takes B2B Center Stage

Posted by Tony Zambito on October 28th, 2011 at 10:09 am

Image by davidking via Flickr
In my previous article, Enhance the Buyer Experience with Intelligent Engagement, I referenced a trend I called Experiential Buying.  Buyer behaviors in B2B marketplaces are shifting tremendously towards more holistic experiential expectations that defy the conventional straight re-buy, modified re-buy, and new buy behaviors of the past.  Buyer expectations have increased with regards to the experiences they undergo as well as desire.
In simplistic generalities, we can take a view of two experience categories that B2B buyers may seek:
Self-Enabled Buying
In this situation, a buyer may want to experience a re-buy that reaffirms his or her decision to continue a relationship.  Even in modified re-buy situations, the buyer may be looking for an experience where they can perform the modifications themselves.  The difference in the modern social age is that buyer expectations have changed.  If companies have not adapted their businesses to enhanced online and social capabilities, they may very well be placing artificial barriers in front of their buyers who are seeking an entirely different straight re-buy or modified re-buy experience than in the past.  As consumer-like experiences become more desired in business marketplaces, companies will need to rethink many aspects of their sales and service... Read more