Buying Process vs Rebuying Process?

Buying processes, as typically defined by most vendors, run from initial contact to the close. Perhaps we should rethink this and consider a richer customer-oriented approach.

 

A more enlightened vendor might define a “Buying and Rebuying Process” that spans initial contact through initial close, to achievement of Value Realization Events, to renewal, to expansion (and beyond!). This model seeks to maximize Customer Lifetime Value and vendor revenues while minimizing cost of sales.

 

Achieving this may require rethinking customer-facing roles, training, compensation, and mindset.

 

Thoughts?