How B2B Customers Buy

3hrs of audio Episodes

10hrs of video Episodes

27 resource documents

diagnostic app – Project content tailored for you

Based on 15yrs of research, ‘How B2B Customers Buy’ equips you and your team with critical knowledge about how customers engage. We’ve no doubt that you already know why your customers buy, however without the how, you’re always shooting in the dark.

Working through the Project, your team will decide and implement the changes appropriate to your company’s needs. You’ll see your operations align more closely to your customers and your engagements will therefore be more focused and efficient. Revenues will increase, usually with greater margins, but if not we’ll guarantee your money back!

What does the Project cost?

How B2B Customers Buy costs $1499 for the whole Project. That is approximately 90%less than the same content would cost if it was delivered by a traditional consultant.

In addition, rather than the traditional pdf report, you have in perpetuity access to all of the content and the diagnostic applications so that you can continue to model and improve your business as it changes and take advantage of updates to the Project content.

You can also test the Project for free by simply registering and then working through 3 free Modules in order to see for yourself the value that How B2B Customers Buy can bring to your business.

Who is this Project for?

How B2B Customers Buy is a foundational Project for any B2B business. The principles apply regardless of whether you sell products or services, nor what they are. We believe that any B2B business will get huge value from implementing the principles. If however you don’t, for whatever reason, we’ll refund your money.

Companies that have applied the principles in this Project usually see:

  • increased revenue
  • decreased cost of sale
  • increased sales velocity

As a general rule, because of the theoretical underpinnings, (B2C purchases don’t usually have a need for a financial business case) How B2B Customers Buy isn’t appropriate for B2C companies.

If however your products/services are analysed by your customers in the way that a company would do, i.e. with no thought to fashion, style, trends etc. and they are considered on a purely financial vs. capability basis, then it may be relevant. In this case we suggest that you register and complete the free trial in order to decide. We don’t want to you to waste your money!!

Pre-requisites

To get the most benefit from How B2B Customers Buy you’ll need to create a Project team that includes the people responsible for various areas of the business. This may be 4/5 people, or fewer as some people may wear multiple hats:
  • The company – usually the CEO/MD
  • Finance
  • Sales
  • Marketing
  • Operations
  • Project Facilitator (see below)

Scheduling

How B2B Customers Buy was designed for you to work through over a period of 5 weeks, between half and one day per week. This gives you the time to let the concepts sink in and to do the work required between each workshop.

The Project Facilitator should download the calendar files (see the relevant FAQ), then simply add each team member’s email and the Project start date. Everybody’s calendar will automatically be populated with all of the group workshops.

If the standard 5 week schedule won’t work for you then feel free to modify it to meet your needs. Just be sure to keep the group workshops sufficiently close together to maintain the Project momentum.

Introduction to Buying Styles

The concept of Buying Styles is the first of two foundational ideas that underpin How B2B Customers Buy.

INTRO TO BUYING STYLES

The concept of Buying Styles is the first of two foundational ideas that underpin How B2B Customers Buy. This Module introduces the concept making it easy to understand in the context of your business.

This is a FREE module, to take advantage of it just click the button below to activate 14-day free trial.

Introduction to IMPACT

The customer Buying Process (IMPACT) is the second theoretical piece on which How B2B Customers Buy is built.

INTRO TO IMPACT

The customer Buying Process (IMPACT) is the second theoretical piece on which How B2B Customers Buy is built. Allied with Buying Styles, during the Project you’ll apply these principles to improve your business.

This is a FREE module, to take advantage of it just click the button below to activate 14-day free trial.

Alignment Exercise – Mini version

The full Alignment exercise is the first time that you apply the theory to analyse your business.

MINI-ALIGNMENT EXERCISE

The full Alignment exercise is the first time that you apply the theory to analyse your business. This cut-down version is designed for one person in order to help you make a decision to buy the Project.

This is a FREE module so if you’d like to take advantage of it click the button and A 14-day free trial will be activated for you.

Alignment Exercise

In the Alignment exercise your whole project team works to apply the theory to your company.

ALIGNMENT EXERCISE

In the Alignment exercise your whole project team works to apply the theory to your company.

The results of this analysis determine your pathway through the rest of the Project, that is the subset of the content that applies to your particular business.

VA Target SS (from VO)

If your priority markets are Value Added where at the moment your Sales Style is Value Offered this is the first Module of your tailored pathway.

VA TARGET SS (from VO)

If your priority markets are Value Added where at the moment your Sales Style is Value Offered this is the first Module of your tailored pathway.

Buying Styles tell you how to communicate in your customer engagements.

VA Target SS (from VC)

If your priority markets are Value Added where at the moment your Sales Style is Value Created this is the first Module of your tailored pathway.

VA TARGET SS (from VC)

If your priority markets are Value Added where at the moment your Sales Style is Value Created this is the first Module of your tailored pathway.

Buying Styles tell you how to communicate in your customer engagements.

VC Target SS

If your priority markets are Value Created this is the first Module of your tailored pathway.

VC TARGET SS

If your priority markets are Value Created this is the first Module of your tailored pathway.

Buying Styles tell you how to communicate in your customer engagements.

VO Target SS

If your priority markets are Value Offered this is the first Module of your tailored pathway.

VO TARGET SS

If your priority markets are Value Offered this is the first Module of your tailored pathway.

Buying Styles tell you how to communicate in your customer engagements.

VO to VC part 1

If your priority markets are Value Offered where at the moment your Sales Style is Value Created this is the first Module of your tailored pathway.

VO to VC part 1

If your priority markets are Value Offered where at the moment your Sales Style is Value Created this is the first Module of your tailored pathway.

Buying Styles tell you how to communicate in your customer engagements.

VC to VO part 1

If your priority markets are Value Created where at the moment your Sales Style is Value Offered this is the first Module of your tailored pathway.

VC to VO part 1

If your priority markets are Value Created where at the moment your Sales Style is Value Offered this is the first Module of your tailored pathway.

Buying Styles tell you how to communicate in your customer engagements.

IMPACT VO

IMPACT explains how customer engagements should work.

IMPACT VO

IMPACT explains how customer engagements should work. You’ll build a customer engagement process to fit your products and customers’ Buying Styles.

You finish this Module with a complete picture of how to communicate with and engage your VO customers.

IMPACT VA

IMPACT explains how customer engagements should work.

IMPACT VA

IMPACT explains how customer engagements should work. You’ll build a customer engagement process to fit your products and customers’ Buying Styles.

You finish this Module with a complete picture of how to communicate with and engage your VA customers.

IMPACT VC

IMPACT explains how customer engagements should work.

IMPACT VC

IMPACT explains how customer engagements should work. You’ll build a customer engagement process to fit your products and customers’ Buying Styles.

You finish this Module with a complete picture of how to communicate with and engage your VC customers.

Vendor implications of Buying Styles

Aligning your business to different Buying Styles has implications that go far deeper than just sales and marketing.

VENDOR IMPLICATIONS

Aligning your business to different Buying Styles has implications that go far deeper than just sales and marketing. And what if you need to align to more than one?

This Module looks at those issues in areas such as: finance, operations, company strategy, investment and more.

VO to VC part 2

This is the second part of the work required if you have a mis-alignment of an existing VO operation that needs to be VC in order to align with your customers.

VO to VC part 2

This is the second part of the work required if you have a mis-alignment of an existing VO operation that needs to be VC in order to align with your customers.

VC to VO part 2

This is the second part of the work required if you have a mis-alignment of an existing VC operation that needs to be VO in order to align with your customers.

VC to VO part 2

This is the second part of the work required if you have a mis-alignment of an existing VC operation that needs to be VO in order to align with your customers.

Action Exercise

The Action Exercise is the last Module and uses an app which takes data from the Alignment exercise app.

ACTION EXERCISE

The Action Exercise is the last Module and uses an app which takes data from the Alignment exercise app.

You’ll work across your customer facing functions to build a prioritised action plan to help ensure that your business works as efficiently as possible.

Should I buy this Project?

What does it cost?

How B2B Customers Buy costs $1499 for the whole Project. That is approximately 90% less than the same content would cost if it was delivered by a traditional consultant.

In addition, rather than the traditional pdf report, you have in perpetuity access to all of the content and the diagnostic applications so that you can continue to model and improve your business as it changes and take advantage of updates to the Project content.

You can also test the Project for free by simply registering and then working through 3 free Modules in order to see for yourself the value that Solving the Customer Mystery can bring to your business.

How does it work?

How B2B Customers Buy is delivered entirely using the Visible Pathway online platform. It contains a diagnostic application required to configure the Project to suit your unique needs. The Project content is delivered via a mix of audio and video Episodes coupled withmultiple downloadable resources that you need to deliver your tailored Project.

All of the content plus the diagnostic app data is yours to re-visit and use in perpetuity. No external consultant is involved in the delivery, you self-serve everything online at your pace and you can do the first three Modules for free.

Why should we do this Project?

We think that any B2B company should complete How B2B Customers Buy. However you might need a little more convincing than that!

Most companies’ problems would vanish if revenue doubled (although you might create a few new different ones). However most companies don’t actually know what they should be doing in order to grow and given that resources are usually squeezed, decisions are usually made more by feel than by any logical rationale.

How B2B Customers Buy provides that rationale. It shows a framework by which you can understand where you should and shouldn’t be spending those precious resources. You will then work to implement that knowledge into your business operations through team workshops where you will take the principles and apply them to your business. You should see pipelines grow but with lower costs because you are much more focused on how and who to engage with and who not to. The fog will lift, you will make better decisions with less soul-searching and much less risk.

And by the way, if you’re in the small percentage of companies for whom managing growth is a challenge, How B2B Customers Buy will also help you manage better by focusing resources on where they are most strategically and tactically needed.

If you’ve read this far then this is probably resonating with you to some extent. In which case click here to register, complete the free Modules and make your own decision based on what you learn there.

How do we get started?

If you’re a B2B company and anything we’ve said here resonates with you then click do the free trial. Nothing ventured, nothing gained! Once the free trial is complete, purchase the Project, assemble your team as described in the Project logistics below and then get going.

Where does it come from?

As with all Visible Pathway Projects, How B2B Customers Buy is based on existing, proven content that has been delivered with great success in traditional consulting engagements. In this case, the consultancy concerned had delivered extremely successful projects with companies such as Airbus, Fuji-Xerox, Cisco and others.

We worked with that consultancy and modified their content to be more appropriate to small to medium sized companies. We then used our proprietary methodology to build How B2B Customers Buy so that you can benefit from the insights without having to pay the fees!

When can we start?

You can start any time you like. Visible Pathway Projects don’t require consultants for delivery so you don’t have to wait to fit in to anybody else’s schedule. Follow the instructions in the Project logistics section below, assemble your team and start as soon as you can. Pretty obviously, the more quickly you get going the sooner you’ll start to see results in your business!

All about the free trial

What is the free trial?

To give you a risk-free taster of the Project there are 3 Modules that you can work through at no cost. The first 2 are full Modules that are an intrinsic part of the Project, the 3rd is a mini-version of the full diagnostic exercise that your team would work through in the full Project. You have a 14-day period to work through the free trial which gives more than enough time to work out if this is the right Project to be doing for your company.

Don’t hesitate to contact us during your trial if you have questions at all, we’re here to help! Once the free trial is complete, assuming that you’re happy, purchase the Project, assemble your team as described in the FAQs above and then get going.

Is the free trial really free?

Yes, it’s completely free. You don’t even need a credit card. Nor a PayPal account. Nor a carrier pigeon to bring us cash. Not sure what else to say. We only require you to login and then you have 14 days access to the first 3 modules.

What's in the free trial?

The free trial includes 3 Modules:
  • Introduction to Buying Styles – 6 audio Episodes
  • Introduction to Impact – 7 audio Episodes
  • Mini-Alignment Exercise – 1 video Episode

To get access we only ask that you login and then you have 14 days access to the free trial modules.

My trial's complete, how do I purchase?

Simply login, go to the Project page and click on the ‘Buy this Project’ button. You’ll be directed to the secure purchasing platform (we use Stripe so you know it’s secure), enter you card details and voila!

I've done the trial & am not happy

If we were you, in this case, we wouldn’t buy the Project. Obviously your decision though…

Contact us however, we’d love to know why and what we can improve. I promise we don’t try to persuade you, we just want feedback!

I need more time for the trial

What have you been doing!? No problem, contact us and I’m sure we can figure out a solution.

Project logistics

Who's in the Project Team?

The Project provides valuable insights into your whole operation; finance, investment, marketing, partners etc. so your Project team needs to include the people responsible for these areas in your company (obviously some people might wear multiple hats)

  • Managing Director/CEO
  • Marketing
  • Sales
  • Finance
  • Operations
  • Project Facilitator

You will need to assign a Project Facilitator who will be responsible for ensuring that things get done & the Project keeps moving. Ensure that the PF works through the free Project Facilitator Module (in the Project Library).

What's the Project Facilitator?

A traditional consultant usually plays two roles when they engage with a customer:
  1. provider of the knowledge and experience necessary for the business improvement
  2. facilitator of the improvement, working with the team to ensure that work gets done

In a Visible Pathway Project the content provides the knowledge and experience, however you need to provide the facilitation. So the Project Facilitator is the person who is tasked with ‘greasing the wheels’ of the Project. In other words: organising the logistics, following up to ensure that the team is doing the work required, organising the group sessions etc. Important – the Project Facilitator doesn’t need any knowledge about the subject of the Project, you are not expected to be a subject matter expert, don’t worry! There is a short, free Project specifically built for Project Facilitators to help you understand the role and prepare for it.

How do we plan the schedule?

Any project requires planning, we all know that, but less understood is that to succeed, a project requires momentum! In theory you can work through How B2B Customers Buy however fits best with your team’s work schedules, but we very strongly suggest that you run it over a 5-week period, spending 1/2 to 1 day per week on the Project. This schedule gives you enough time to absorb the concepts and do the work required but also maintains the momentum.

What's the ideal schedule?

If you take 1 day per week then the ideal schedule for Solving the Customer Mystery looks something like this:Again, If you take 1 whole day per week then we would suggest two sessions per day which give ample time before and after to ensure that you can keep tabs on business as usual. The summary is:

  • Work between 10:00 – 12:30 each morning including 15 min break, then 12:30 – 13:15 lunch together, followed by work from 13:15-15:45 including 15 min break
  • Finish before 16:00 to allow for important normal daily activities to be completed
  • Homework on certain nights

Most companies find that setting aside the same day each week is the best way to do it, although that obviously is a function of your constraints.

Where are the calendar files?

Project Facilitator – to help you set up the Project in everyone’s diaries you can download a set of calendar files to which you simply need to add your Project start date, room details etc & then invite the Project team members. When you download, the events will automatically be added to your calendar starting on Monday 1st June 2020. Simply go to that date, change the dates to ones that suit you and add the relevant email addresses for your Project team members. There is also a spreadsheet which details the Project schedule at a glance for your information.

HBCB calendar files

Excel version of calendar

What's Solving the Customer Mystery?

Solving the Customer Mystery or STCM is the old name for the Project now entitled How B2B Customers Buy. Don’t worry, you’ll see references to the old name in a lot of the content, we are working to update it but it does take a while!

Limited offer – 25% OFF

$1,999.00 $1,499.00Add to basket

Not sure yet if you want to buy the Project? No problem! Try the first modules free

By clicking this button a 14-days free trial will be automatically activated for you.

What our customers say

$1,999.00 $1,499.00Add to basket

Activate 14 day free trial