In this article, Bob Apollo focuses on the concept that the B2B buying decision process typically occupy one of 4 states at any one point in time. These states are defined by two axes: whether or not your prospect has a clear vision of where they want to get to, and whether or not they have a clear idea of how they are going to get there.
These 4 states:
- Know where and how
- Know where but not how
- Know how but not where
- Know neither where nor how
Are likely to result in dramatically different behaviors as they conduct their search for a solution.
Bob highlights some of the implications and gives some food for thought – in the remainder of this article.