We are essentially business focused – to maintain current customer relationships, sell additional products or services to existing customers or to sell to new potential customers by understanding their specific needs.

At an early stage of understanding your current or potential requirements we like to know about your business proposition. What do customers currently buy, why they do it, how they do it (i.e. services  and processes) and what they will do in the future? 

We may ask the following topics questions as a starting point:

Customer Background: Who is the person being interviewed, what is their role, how does the purchasing process work, who makes the final decision, how often and at when is the decision made (– so you can market at this point)

Current and Projected Spend: On your product or service, then market and customer segmentation – what % of spend relates to your company or specific product e.g. if £2m spent on training, is £1m spent on IT training?

Key Investment Criteria: Identify the top 10-15 criteria customers might buy from you, e.g. price, quality, after-sales service. Ask the customers to rate their importance from 1-5 (1 least important, 5 the most important)

Your Company Performance: How does your company perform on a 1-5 basis against the key purchase criteria mentioned above? What is the overall score on 1-5 basis for your company? What are the strengths and weaknesses and how can you improve upon this? (You can then use this information to improve performance and retain customers)

Competition: Who are the main competitors the customer sees in your market? What are their key strengths and weaknesses? What are the differences between them and you? What is the likelihood of them switching to these competitors? Are there any new companies or technologies which could enter into the market?

Market and Future Spend: What is their outlook for growth in the market and why? How much are they likely to spend in the next 1- 2 years? Why? What are the main trends and developments in the market? (Customers will know a lot)
For New Markets: How likely would they be to buy the new product or an existing product/service from a new supplier? What are the potential constraints to this purchase? What quantities and at what prices would they buy?
Summary: This information can then be fed into a business strategy, target operating model, financial forecasts and the sales funnel to target opportunities.


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Spend: Current and Projected Spend
Spend on your product or service, then segmentation – what % of spend relates to your company or specific product e.g. if £2m spent on training, is £1m spent on IT training?

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