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.

3hrs of audio Episodes

10hrs of video Episodes

27 resource documents

diagnostic app – Project content tailored for you

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

Step 1: Sign up to access the free modules at no cost

Why? We want you to get a flavour for the Project to see how it will help your business improve

Step 2: Purchase the project

The free Modules give you a taste. Purchase the full project so you can start seeing tangible results in your business immediately.

Step 3: Appoint a Project Facilitator

All Projects need someone to manage progress. The Project Facilitator has a free Project to ensure they understand everything they need to do

Step 4: Get Started

Work through content delivered totally digitally. These are audio Episodes which everyone listens to individually like a podcast and auto-pausing video Episodes where your team works together to make changes to your business.

FAQs

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 (there is a specific, free Project for the PF)

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.

What is the free trial?

To give you a risk-free taster of the Project there are free Modules that you can work through at no cost. 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 free trial.

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.

What our customers say

£1,499Buy project

14 day free trial