Principles of Sales Compensation

How Different Customer Needs Vary

Extensive quantitative research interviews with over 50,000 corporate customers and correlation of their buying criteria with their actual purchase history revealed four distinct buying approaches. These buying approaches varied according to customers’ needs for Technical and Application Support and/or Purchase and Delivery Support from the seller.

Differences in customers’ essential buying needs were found to parallel the four stages of the product/market growth cycle. The majority of customers for a given product will need different sets of added-value services from sellers as the product or service being sold to them matures.

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