While each consumer of legal or other expert professional services has a unique set of preferences driving their buying behaviour, various groups or "clusters" of consumers share common characteristics.
To forecast likely buying behaviour (and tailor your sales campaign accordingly) consider these factors.
Organisation type and size
Public sector, large corporates, private companies, small business, private client - complexity of purchasing behaviour tends to reduce along this continuum.
Nature of work
Whether the work under consideration is strategic, high-risk, specialty, routine or commodity will have huge impact on the buyer's perspective on your offer.
Buyer sophistication or expertise
Consider whether it's an individual or corporation buying, their price sensitivity, their orientation to a "relationship" purchase, and brand factors.
Be careful not to over-generalise: markets don't buy - clients buy.
So, to get the buyers perspective on your offer, know:
- who's making the decision
- how they're making their decision
- what's important to them - in rank order.
Different buyers seek different attributes - shape your offer to appeal to your buyer's specific perspective.
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