What Drives Purchases Decisions by a Business?
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All right. As marketers many times our
is another business and so just like
any customer we need to understand that
businesses purchase decision or in other
how they make their decision to buy.
So what drives
business purchase decisions? Well the
first and most
important thing could be called product
in other words the specifics of the
businesses have very refined needs if
they're going to use a product
in manufacturing or if they're going to
incorporate that product
into their own product it needs to be
exactly right and so product specifics
critical. As a consumer sometimes we have
flexibility but for a business who's
buying a product
it needs to be the exact same all the
time and that's what product specs or
product specifics refer to.
Another concern for the business is
Of course nobody likes to be told that
the product they want is not available
but for a business that can be a very
so if they're going to buy a product
they need to know that it's going to be
when they need more, that's a major
Another concern for businesses is
because businesses oftentimes are only
to make a well maybe not only in
a primary reason they're in existence is
to make a profit.
They're going to be more concerned with
how much does it cost to get
the product from the manufacturer or us
to them as the buyer, that's going to be
a major concern.
Lastly, quality or the reliability of the
product is very important because one
like i said earlier they don't need to
be shut down
or have to stop everything that they're
doing because a
product they bought fails. On the flip
side of that
if they're putting our product into
they don't want to sell a product that
might fail because our product
had poor quality or poor reliability.
So these are all the things that
when they make their purchase decisions.
If we're marketing
ourselves or our product to businesses
we better understand
these factors in order to be effective
in making that sale
or providing product to the customer.