It is all about focusing on what the customer really wants
Business markets are tough. And the current economic outlook doesn’t make them any easier. But the changes that are sweeping through business markets today go far beyond the regular ups and downs of the economy.
In fact, the nature of buying and selling itself has changed. Sales cycles are getting longer. Volumes per order are going down. Paybacks need to be faster. Automation is on the rise.
But some changes are more structural. Business owners do more of the talking than technical specialists. More stakeholders get involved before a decision gets made. Framework agreements seem to separate “business partners” from “commodity vendors”.
These developments can be seen as challenges or opportunities. In fact, companies that act decisively can turn the market changes to their advantage.