---
title: Killer Products | The Four Buying Cultures
description: Enable your field sales teams to confidently engage buyers, tell your story in a convincing and consistent way - without Powerpoint.
---

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# Why Killer Products Don't Sell

## The Four Buying Cultures - Matching How You Sell With How Your Customers Buy

 The following six short videos produced by Dominic Rowsell of HotRivet, author and copyright holder of [Why Killer Products Don't Sell](http://www.admarco.net/inbound-marketing-messaging-sales-performance-blog/bid/19937/Why-Killer-Products-Don-t-Sell-Admarco-book-review), describe the Four Buying Cultures and the universal buying process I-M-P-A-C-T. How customers buy is determined by product maturity and the buyer's tolerance for risk. Sellers need to align their value delivery chain around the right customer engagement model based on the maturity of their offerings.

[Click here to download the Killer Products Whitepaper](https://www.shift90.partners/killer-products-whitepaper-/)

![buying cultures](https://www.shift90.partners/hs-fs/file-14050937-jpg/images/buying_cultures.jpg)

## Introducing the Four Buying Cultures

## Value Offered Buying Culture

## Value Added Buying Culture

## Value Created Buying Culture

## Value Captured Buying Culture

## The IMPACT Buying Process- Summary

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