Got a Killer-Product, but having trouble achieving its and your companies' potential?
These 6 short videos (hosted on Wistia) were produced by Dominic Rowsell of Hot Rivet. Dominic is author and copyright holder of "Why Killer Products Don't Sell".
In this series, Dominic provides new insights on buying behavior as he explains that there are four and only four buying cultures and suggests how to adapt B2B selling to match how customers buy. He explores the IMPACT (Identify-Mentor-Position-Assessment-Case-Transaction) buying process that every B2B transaction will go through, from initial idea to a purchase order.
If you are interested in The Challenger Sale method, you will see some very clear parallels in the Value-Created Selling model as the Mentor phase in the IMPACT buying process is typically where Challengers engage.
Regardless of your company and its stage in the technology adoption life-cycle, the IMPACT cycle and four buying cultures are relevant and useful for marketers and sellers to understand how people buy and what is needed to move a deal through each stage in the buying cycle.
Introduction to the Four Buying Cultures
Take me to the Killer Products videos on the Four Buying Cultures and the IMPACT cycle
The Value Offered Buying Culture
The Value Added Buying Culture
The Value-Created Buying Culture
The Value Captured Buying Culture
