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!