External Analysis / Introduction
To shorten the sales cycle and increase quality and effectiveness in customer interactions it is vital to understand how you customers think and act and what their buying process looks like and tailor your own processes to support and influence this. There are a number of mechanisms that are important to understand from the customer point of view. Particularly the things that decides why and how they makes purchases, how the decisions are made, who are involved and what values you have to deliver to stay a supplier and get new customers.

Interviews
We carry out a number of interviews at existing and potential customers. Using the material we have gathered during the internal analysis we can ask a number of smart questions to find out how you can ”zync” your sales and marketing processes with your customers buying process.
Examples of questions:
• Why do customers buy from you today and what is required for them to buy from you in the future?
• What demands must you meet to become a supplier and/or keep existing customers?
• What is it the customers buy and what value does it bring them?
• What is the main problem the customer wants to solve?
• How do the customers motivate the co-operation?
• How do they calculate their return on investment?
• What does the purchasing process look like? Who are involved?
• What category of company/supplier does your customer consider you to be?
• Who are your competitors, what do they offer and what separates you from them?
• What can you do at the customer to strengthen your offer?
• Do your customers buy the same type of products from other suppliers? If so, how much?