Mapping the customer’s decision process

In my 2/14/2020 post you have an outline of roles key customer contacts can play and how they may evaluate solutions they are considering.  The next step is to clearly understand the steps in the customer’s decision process.  Attention to detail is critical for this step.

Upcoming posts will be focused on understanding decision criteria and competition.

Customer decision process details

Details you want to pursue regarding the customer’s decision process include the following:

  • Description of each step
  • Customer contact(s) involved in each step
    • Are decisions made by individuals and/or groups along the way?
  • Timeline / step
    • How long does each step take on average
    • How frequently are investment decisions made (e.g. new projects discussed on Tuesdays)
    • What happens if approval is not provided at a particular step?
  • Decision criteria for each step

Map the decision process

Map the steps in the decision process in sequence on one page if possible.  This document, along with other details you gather, will help keep your effort focused in the right direction. 

Remember, identifying what you do not know is GOOD.  It should generate action items.

Share with your team, shine with your management

In addition to keeping your effort centered, sharing and reviewing the information you are gathering is a great way to collaborate with your teammates.  If your management is anything like mine earlier in my career, they are busy.  Leveraging this document to provide your management a summary will make it easier to get their input and make them feel confident you are on top of the opportunity pursuit.

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