I have shared a great deal of perspective on creating various kinds of “frameworks” for your B2B buyers to aid their decision-making processes: A framework for decisions, a framework for information, and a framework for value.
But why does any of this matter in the first place? Funny enough, in terms of the data, if you run a “prescriptive approach to selling” up against the “probability of a high-quality purchase” you find no direct correlation in the resulting statistical analysis.
So what’s going on? Does a more prescriptive approach to selling really matter after all? Indeed it does. But only when you understand what’s really going on with the data one level deeper.
It turns out, the “physics” of prescription and of frame-making involves an intermediary variable: Ease.
The frame-making freight train has to pass through Easytown. Otherwise, it doesn’t work.
Bottom line? When it comes to B2B buying, solve for ease.
