Page 35 - engage workbook

5

When deciding to invest time and effort to change your buyer
relationships, our own preferences and biases inevitably play a
part. We naturally prefer working with people we like, and we video
have a tendency to ignore or play down the views and importance
of people we do not like. See section 6 – Bias, for more on our
natural biases and how these can affect our behavior.

Learn
Why
To mitigate the impact of bias and develop a more comprehensive,
objective and balanced view of relationship opportunities, it pays
to consider the following characteristics of individual buyers:
Learn
• motivation Explain
• type
• role
• pressures
toolbox

Motivation

Price and value are key drivers of behavior and impact the depth of relationship buyers'
seek.

Depth of relationship

Price- Deal- Value-
busters hunters buyers

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