tag:blogger.com,1999:blog-7794386793170803972.post2470816597135048071..comments2024-01-22T07:31:42.008-05:00Comments on Digital Body Language: Mapping the Buying Process - A FrameworkSteven Woodshttp://www.blogger.com/profile/06376596253100522418noreply@blogger.comBlogger3125tag:blogger.com,1999:blog-7794386793170803972.post-61528250678766169602010-01-19T20:01:48.232-05:002010-01-19T20:01:48.232-05:00Such a cluttered website that I don't even wan...Such a cluttered website that I don't even want to stay and read an article that could provide value to my company. Might want to rethink the top and left bars, and all the blue text and graphics.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-7794386793170803972.post-62745462662118093712010-01-13T20:17:39.523-05:002010-01-13T20:17:39.523-05:00Steve, your point about needing to understand the ...Steve, your point about needing to understand the real buying cycle is so true. I like the way you distinguish between the customer buying questions and the fact that these questions get asked repeatedly but for different purposes.<br /><br />I would suggest starting this analysis even farther back than you have it. I think that there are "3 Battles for the Customer's Mind". The 1st battle is "do I have a problem?", the 2nd is "how do I want to solve that problem?" and the 3rd is (finally) "which competitor/brand do I select?". Many marketers and sales people, especially those who have worked exclusively with mature products, have rarely been exposed to the first two battles. <br /><br />With mature products, Battle 1 and Battle 2 were fought ages ago (for example, who needs to ask why someone might need a new printer?). For mature products, marketing tends to do a fairly good job with brand promotion and product features and benefits. These are Battle 3 strategies. For mature products, buying and selling aren't as highly mis-aligned.<br /><br />Where the dissonance between the buying process and selling process becomes most pronounced is during a disruption to the status quo - the need to sell an innovative product or a competitor enters the market with an aggressive business model. Suddenly, things don't work anymore. That's because we have to return to Battle 1 and Battle 2, something most companies do not know how to do.Kathleen Schaubhttp://www.groupeffectsmarketing.typepad.comnoreply@blogger.comtag:blogger.com,1999:blog-7794386793170803972.post-11120798757146406762010-01-13T10:07:21.248-05:002010-01-13T10:07:21.248-05:00Finally! As Tweeted - I am putting my team right o...Finally! As Tweeted - I am putting my team right on this! Thank you.Karen McPhillipsnoreply@blogger.com