Tagged 'Social sciences'

Understanding Buyer Priorities and Goals in an Uncertain and Chaotic World

Posted by Tony Zambito on December 2nd, 2011 at 11:40 am

Image via Wikipedia
We are living in a world that is fraught with uncertainty.  The degree of uncertainty for businesses today probably is at the highest level in decades.  Resulting in a chaotic world for sellers and buyers looking to make sense of what the future may hold.
This high degree of uncertainty and chaotic environment is showing up in many forms for both buyers and sellers.  Whether it is sellers suffering from significant skill gaps as recently pointed out in surveys completed by DemandGen Report and Sirius Decisions or buyers in recent compiled reports indicating lack of knowledge and information that helps them to make purchasing decisions – uncertainty and chaos reigns at the moment.  This perfect storm of uncertainty and chaos making the ability of marketer’s to communicate with buyers extremely challenging and causing sales organizations to struggle in being relevant to the buying process.  So how does an organization get a hold of itself in such times?
Adaptation Begets Patterns
Organizations and buyers are highly adptable albeit some adapt quicker while others lag.  Oftentimes, those who do lag are left off the train with some just barely grabbing a hold of the last caboose that is pulling way.  When adaptation in industries and markets occur,... Read more

Buyer Perceived Value (BPV) Scorecard: Qualifying and Quantifying Value

Posted by Tony Zambito on November 8th, 2011 at 10:12 am

Image by J. McPherskesen via Flickr
As a follow-up to the article Influence of Buyer Perceived Value (BPV) on Buyer Behaviors and Decisions, offered is a perspective on how to implement a scorecard approach.  The Buyer Perceived Value (BPV) Scorecard™ combines both a qualitative as well as a quantitative approach to understanding the influence of buyer values.  An important disclaimer here is that there have been many scorecard approaches for measuring customer value over the past two decades.  My point is not to endorse any particular one but to endorse the notion that values are rapidly changing and that buyer perceived value is critical to understanding buyer behavior.  The understanding of buyer behavior is the central focal point of Buyerology© and understanding Buyer Perceived Value (BPV)™ is one key aspect.
Before jumping into a quantitative approach, it is important to emphasize the need for reaching an understanding of Buyer Perceived Value (BPV) qualitatively.  Perceived values are changing rapidly and will continue to do so as new buyer behaviors are formed – changes driven by the introduction of new technologies and business models.  Multiple and varietal forms of qualitative methods help to provide a unique articulation of value criteria that buyers may formalize... Read more

Influence of Buyer Perceived Value (BPV) on Buyer Behavior and Decisions

Posted by Tony Zambito on November 7th, 2011 at 9:57 am

Image by Will Lion via Flickr
In my recent article, Buyerology: The New Science of Understanding Buyer Behavior, I introduced the concept of Buyerology and the need for a renewed focus on understanding buyer behavior in the Social Age.  A key component of understanding buyer behaviors and decisions is gaining a reality check on Buyer Perceived Values (BPV).  How well organizations; in relations to products, service, and brand; maps to Buyer Perceived Values will serve as the one of the primary influences that shapes buyer behaviors and purchase decisions.
Buyer behavior research, performed through qualitative means, can reveal many aspects of what comprises Buyer Perceived Values (BPV).  Buyer experience is now becoming one of the most important factors that contributes to and influences these values.  The convergence of the Internet and the Social Age, in fact, is introducing many new variables and factors that influence Buyer Perceived Values.  Some of the new variables include:
Buyer Experience: previous as well as in process buyer experience can have an enormous impact on how buyers perceive the value that organizations can bring to their challenges and environments.  This correlation is becoming stronger as more self-directed experiences by buyers evolve.
Engagement: I have written recently about social engagement... Read more

Buyerology: The New Science of Understanding Buyer Behavior

Posted by Tony Zambito on November 2nd, 2011 at 10:32 am

Image by Taz etc.via Flickr
Over the course of the past two years, we’ve seen a marked shift in buyer behavior and buying choices.  So much so that the degree of uncertainty of why and how both individual buyers and organizational buyers make buying decisions has also markedly increased.  There is a direct correlation occurring whereby as buyers continue to increase their share of self-directing the buying decision without any direct interactions from sellers, the degree of uncertainty grows.  While quantitatively as well as statistically we have a sense of what buyers are doing, as survey reports by Baseone and DemandGen indicate, we still lack in-depth qualitative awareness on why and how certain buying choices are made.
This is awakening a renewed reality among business today that understanding shifts in buying behavior is becoming paramount to planning marketing and selling strategies that will succeed.  Buyer behavior understanding began to surface more prominently in the mid-1970’s but remained on the fringes of planning and strategies as product-centricity was entrenched in much of business as we knew it through the ‘80’s and ‘90’s.  During the past three decades we have seen a growth in customer and buyer-centric thinking however buyer behavior analysis remained somewhat... Read more