B2B

The Big Question

WHAT MAKES

CUSTOMERS BUY?

Answer:

VALUE

motivates

B2B BUYING

DEFINE &

MEASURE VALUE

DISCOVER

HOW TO:

Five criteria

guide the business

buying decisions that

create sales and margins

The criteria are

based on the five

components of Value

In our book*

we call these

components the

Five Factors of Value

* Business-to-Business Marketing: A Step-by-Step Guide

By Mark Eardley and Charlie Stewart

FACTORS

OF VALUE

RESPONSE

SERVICE

TIME

QUALITY

PRICE

They’re the definable

MOTIVATORS

of all buying decisions

Insights: B2B Buying Motivators

They are measurable.

Which means they can be

managed and improved.

Higher Value

reinforces your markets’

MOTIVATION TO BUY

motivation CREATES SALES

DEFINING THE

BIG FIVE BUYING

MOTIVATORS

RESPONSE

Understand the current and future

challenges faced by every customer.

Demonstrate your commitment to

reinforce each customers’ success.

DEFINING VALUE

SERVICE

Ensure customer experience

meets agreed expectation across

all aspects of supply and support.

Insights: Managing CX in B2B

DEFINING VALUE

TIME

Competitive lead times that

support reliable supply of products

and services in agreed formats.

DEFINING VALUE

QUALITY

Consistent products or services

that achieve the customer’s goals

by meeting briefs or specifications.

DEFINING VALUE

PRICE

A customer’s measurement of

how you contribute to their success.

Keep it clear, rational and structured.

Prove that it is competitive.

DEFINING VALUE

MEASURING THE

BIG FIVE BUYING

MOTIVATORS

Choose a product or service

Use a 1 to 5 scale to measure

how you think it performs against

each of the definitions of Value.

How would you rank competitors?

Example…

MEASURING VALUE

DESCRIBE AND MEASURE PERFORMANCE

Response

How well do you understand the current and

future challenges faced by every customer?

How well do you demonstrate commitment to

reinforce each customers’ success?

DESCRIBE MEASURE 1 - 5

Choose a customer

Use the same process to measure

how they think you perform against

each of the definitions of Value.

How do they rank competitors?

MEASURING VALUE

Compare results

How does your measurement

compare to your customer’s?

What must change to align the

two rankings and deliver Value?

MEASURING VALUE

DEFINE

MEASURE

DELIVER

DISCOVER

MORE

CREATE SALES

PROTECT MARGINS

BUILD MARKET SHARE

OWN THE KNOWLEDGE

GET THE BOOK