In the third of our deep dives into buyer distraction, it’s time to check in with our friends, the F-Words. These are those people inside organizations who actually do stuff with the products and services you are selling. The F is for Functional and these are the folks who make the majority of our medium […]
Archives for March 2016
What’s Distracting the Procurement Department?
Last week we looked at how the retail problem of buyer distraction rears its head in the world of B2B, even in the C-suite. Corporate Overlords find themselves distracted by their friends, their colleagues’ friends, more important things they should be doing and the terrifying stuff that goes on in the world and threatens their […]
Buyer Distraction Happens in B2B Too
Poor lady. There she was in a crowded grocery store on a Saturday morning with a baby and a toddler, $300 worth of groceries, an impatient cashier and no idea what the PIN for her debit card was. Each time she tried to focus and conjure up the four little numbers, the baby in the […]
The End of the Line for the Tagline
Here’s a fun thing to kill some time at work: cut and paste a bunch of your competitors’ logos into a slide or a document. Now, take your company tagline and superimpose it under or beside your competitor’s logo. Does it work for them? If they put your tagline on their brand, would anyone even […]