How B2B Customers Buy
A digital Project for B2B companies whose sales processes aren’t as predictable as they’d like
Improve revenues, decrease costs.
Project Framework
Based on 15yrs of research, ‘How B2B Customers Buy’ equips your team with critical knowledge about how customers engage. You already know why your customers buy, however without the how, you’re always shooting in the dark.
The cornerstone project for all B2B companies who wish to grow in a sustainable, profitable manner.
B2B sales
No B2B company’s sales are as predictable they’d like. How customers buy is the missing piece you need
Buying Styles
There are 3 customer Buying Styles, each requiring totally different messaging. Understand which your customers fall into.
Buying Process
It turns out that customers engage to buy in a predictable way, but sales engagements must align or they typically fail.
Implement
Decide and implement the changes needed to align with your customers’ Buying Styles and Buying Process.
Results!
Revenues and margins increase and forecasts become more predictable. Decision making is easier and less risky.
Project Content
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.
Click any tile to the left to see the details
Why choose us
Because we know first-hand that helping small to medium businesses grow requires a disruptive approach.
Customised for you
All of our Projects are focused on smaller businesses.
Also the diagnostic app ensures that you only work on content that you need.
Content you can trust
All Visible Pathway Projects are based on tried and tested knowledge and consulting expertise.
Meet our consulting partners here
Improve your business
How B2B Customers Buy contains fundamental knowledge for any B2B company.
Align with your customers and see massive gains!
How it works
FAQs
Who is this Project for?
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
– The company – usually the CEO/MD
– Finance
– Sales
– Marketing
– Operations
– Project Facilitator (there is a specific, free Project for the PF)
Scheduling
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.
What is the free trial?
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?
I've done the trial & am not happy
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 our customers say
Cathy Fennell – CEO Promising Outcomes
Business Consultancy
“The Project content was rich; full of useful & practical information delivered with clarity. Most of our questions had already been anticipated & addressed with real life examples. My team & I benefited as though a consultant was actually with us. In summary – deeply impressed on all levels.”
Philip Nobelis – CEO Syneru
Cloud Services
“Visible Pathway is great, it really got us thinking in a new way about our business and it gave us the structure to do something about it.”
Negib Abou Habib – CEO BPS
Microsoft Distributor
“We went with Visible Pathway because everything else we had tried to drive growth had failed. Sales training, onsite coaching, marketing spend, nothing delivered. How B2B Customers Buy has opened my eyes to why none of the other initiatives had worked. Now we know exactly what we need to do to turn our business around”
John Santhosh – CEO GIEOM
Fintech Software
“Having worked through How B2B Customers Buy we were able to increase our sales almost immediately by 20% month on month and we increased our deal size by over 50% in our larger sales. The difference was simply amazing.”