The ‘Need Solution’ Buying Phase

Lead Generation Companies | The ‘Need Solution’ Buying Phase

In this blog series, we’ve been exploring the customer buying stages as found in the greatBuying Process white paper, How to Find New Customers. If you enjoy this series, we suggest you download this free white paper on B2B lead generation.

The third stage of a buying process is Need Solution. In this stage, the buyer has acknowledged the problem and reached the conclusion that it makes business sense to solve it.

Before we explore how to communicate with a buyer in the Need Solution phase, I invite you to check out this graphic, from Ardath Albee of MarketingInteractions. It shows just how much the buying process has changed. So much of the traditional selling process has moved back into Marketing and away from Sales.

Addressing the “Need Solution” Buying Phase

At this stage the buyer understands his problem and has just come to the realization that he needs to fix the problem.

As a marketer, you now need to share content that helps him understand and quantify his problem. This is a key phase where you can begin to earn trust. This is why content is so important – the right content moves the buyer through the buying processes. Again, think of the goal – to educate him on how to understand and quantify his problem.

Want to learn more about buying stages and B2B lead generation? Download the highly acclaimed white paper, How to Find New Customers, sponsored by Marketo. (Click the name of the paper to download it.)

What do you think? We love comments and our subscribers.

Why is personality so important in B2B marketing? Check out our Personality page.

Please note that our wonderful free “cheat sheet” on lead nurturing “The 7 Keys to Lead Nurturing Success” is a small taste of what you get in our terrific white paper, How to Find New Customers.

Jeff Ogden is President of the B2B lead generation consultancy, Find New Customers. We help companies with between 150 and 5,000 employees who sell complex products to businesses to implement world-class lead generation programs. As companies struggle to create quality sales opportunities, they turn to lead generation companies like Find New Customers.


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