(Note: This article appears on the Business 2 Community website)
Marketing Campaign Managers must carefully consider their customer buying cycle when choosing among available marketing activities. Activities include trade shows, seminars, webinars, newsletters, press releases, and so on. With budget and resource constraints, managers may find it difficult to decide which activities to embark upon. Familiarity with the buying cycle may help them understand the relative importance of each activity and therefore make better choices.
This article looks at a version the Buying Cycle, as originally described by John R. Holland and Tim Young in their book, Rethinking the Sales Cycle – How Superior Sellers Embrace the Buying Cycle to Achieve a Sustainable and Competitive Advantage, and how it relates to specific marketing activities in a B2B marketing environment.
Control of Information
Today’s customers use the Internet to obtain information and gain familiarity with products long before engaging with salespeople. For salespeople, this is an unfortunate side-effect of the Internet; it essentially removes the advantage of controlling information flow to the customer during the early stages of the buying cycle. Holland and Young use the term “Buyer’s Revenge” to describe the way that customers resist – and perhaps detest – salespeople during these early stages.