No. 1: Understand which of your customers are most likely to experience regret
Most technology purchasing decisions are made by large purchasing teams. Growth in the size of the buying team has been slowed by the pandemic and is operating virtually, but teams still typically have between eight and 15 people involved in buying.
In many cases, acquisition financing comes from multiple groups, which creates the first driver of regret—consensus challenges. For respondents with high regrets, 89% of their team members cited different, often conflicting, objectives for the purchase versus 9% for those with no regrets – meaning they are almost 10 times more likely to experience this type of conflict.
How do you ensure that the main purpose of the purchase and the core value scenario are well received across the team vs. individual interest? You need to understand the customer and help them focus.
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