How do you buy? Steps in a buying decision

People are getting confused about the terms buying decision journey, buying path, buy-cycle, helping buyers buy, and buying decisions. Using a case study, let’s look at how a real buying decision happens.

When I began using the terms in the 80s my meaning described a change management process to lead buyers through their non-solution/non-need-related, behind-the-scenes internal and political issues that enable all who touch the solution to buy-in. Lately I’ve noticed the terms applied to the sales end of the buying decision – that 10% of the buyer’s journey that manages the pre-solution choice behaviors, including solution/vendor choice, time/money issues. In other words, sales.

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