Why Do Buyers Buy

We enter a buyer’s environment because we can see a need for our solution. But buyers don’t buy a product because it resolves a problem: buyers only buy when they have a business problem that they can’t resolve themselves. Think about it: the need has been there for a while. Why wasn’t it addressed yesterday? Or tomorrow? And in all likelihood, the need is being handled in some way – it’s not sitting there creating havoc. There are people and initiatives and job descriptions that hold the Identified Problem in place daily.