Why Sales Teams Don’t Understand Buyer Needs…and How to Make Sure They Do © Primary Intelligence, Inc. 2015
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Why Sales Teams Don’t Understand Buyer Needs…and How to Make Sure
They Do© Primary Intelligence, Inc. 2015
Connie SchlosbergDigital Marketing SpecialistPrimary Intelligence
Housekeeping• This session will be available on our
website
• All phone lines are muted
• Please ask questions using the Chat function
• #BuyerNeeds
Carolyn Galvin
Director of Industry InsightsPrimary Intelligence
Today’s Agenda• Brief Overview of Primary
Intelligence• Research Background• Key Findings• How to Improve• Q&A
Ken AllredCEO & Founder
We analyze more than 3,000 deals and customer engagements annually
We evaluate more than $20 billion worth of purchase decisions annually
We manage 568 win loss and customer experience programs
We support more than 6,000 sales, marketing, product, CI & CX leaders globally
We work with 6 of the Fortune 20
Goals: • Quantify importance
of “Understanding Needs” to buyers
• Understand buyer perceptions of sales effectiveness
• Determine impact on other areas of evaluation
• Arm sales teams with actionable strategies
Understanding Buyer
NeedsResearch
Background
Key Findings
Understanding Business Needs is #1
for buyers
Concern Resolution
Presentation & Demonstration
Professionalism
Facilitating Ease of Purchase
Knowledge of your Industry
Product Knowledge
Relationship with Sales
Responsiveness
Understanding your Business Needs
0% 5% 10% 15% 20% 25% 30% 35% 40%5%
12%
5%
3%
9%
15%
5%
13%
35%
n = 10,584
Understanding Business Needs Drives
Win Rates
Wins Losses0%
10%
20%
30%
40%
50%
60%
70%
7%
28%34%
42%
59%
31%
Understanding needs (0-6 Rating) Understanding needs (7-8 Rating)Understanding needs (9-10 Rating)
n = 9,156
Most are STRONG
wins
Understanding Business Needs Drives Decision
Satisfaction
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
29%
8%2%
39%
50%
21%
32%41%
77%
Understanding needs (0-6 Rating) Understanding needs (7-8 Rating)Understanding needs (9-10 Rating)
n = 6,924
Understanding Business Needs Has Spillover Effect
Understanding needs (0-6 Rating)
Understanding needs (7-8 Rating)
Understanding needs (9-10 Rating)
0%
10%
20%
30%
40%
50%
60%
70%
80%
58%
15%
5%
31%
56%
23%
11%
29%
72%
Poor Product Quality (0-6 Rating) Average Product Quality (7-8 Rating)Excellent Product Quality (9-10 Rating)
n = 10,584
Understanding Business Needs and Product Quality
If Understandin
g Business Needs is so
important to buyers, how
are sales reps doing?
Not great…
n = 10,584
19%
38%
43% Understanding needs (0-6 Rat-ing)
Understanding needs (7-8 Rat-ing)
Understanding needs (9-10 Rating)
How to Improve
?
Listen
Strategize for large buyer teams
Cust
omize
Get Creative
Partner
Tech Expertise
Questions?
Understanding Buyer Needs
For more information: http://bit.ly/1QJMUiQ
State of Win Loss 2015
https://survey.primary-intel.com/p/s8NG4mR
All survey participants receive a free copy of the report.
MORE INFORMATION• Understanding Buyer Needs Report
http://bit.ly/1QJMUiQ • Understanding Buyer Needs Infographic
http://bit.ly/1Wj1iT0• Understanding Buyer Needs Video
http://bit.ly/1L6yLhJ• Industry Insights at Primary Intelligence
http://bit.ly/1QG2uLB• Industry Insights Mailing List
http://bit.ly/1Mj3VhD• Primary Intelligence
http://www.primary-intel.com/
Connect with us!linkedin.com/company/primary-intelligence
@PrimaryIntel primary-intel.com/blog
Thank you!
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