According to the SiriusDecisions 2013 Persona Study, C-level executives consider past experience with your company is, by far, the most important decision validator when choosing a vendor. Gain insight on validating vendor selections to prospects in EMEA, APAC and North America.
So you’ve taken your prospect through the buying cycle to the last step: choosing the vendor. The senior business executives, who have not been involved since the early stages, are now smack in the middle of the decisionmaking process. How can you make sure you close the deal?
According to the SiriusDecisions 2013 Persona Study – in which we surveyed C-level buyer personas in various industries across EMEA, APAC and North America – C-level executives consider past experience with your company as, by far, the most important decision validator when choosing a vendor. Additionally, executives in EMEA and APAC are more willing to opt for a company they have no previous experience with if the brand perception is strong. A B2B seller’s performance track record is critical, especially since buyers move from one organization to another. A less-than-stellar track record cannot be overcome through customer references and word of mouth.
Another finding reveals the importance, especially in North America and APAC, of the relationship between the buyer and the salesperson. While sales re-assignments are occasionally necessary, continuous reorganizations can negatively impact business.
Finally, the impact of customer references and testimonials provided by the vendor is considerably greater in Asia vs. the North America and EMEA. Perhaps this indicates that executives in the latter regions are more cynical about references and their validity.
The takeaway: Make it your mission to delight customers every day. It will pay off in increased share of wallet and new business down the road.