CBI Plus CEBI – A Powerful Pair Driving Purchases

 

Many folks have commented that “people buy based on emotion and justify with logical reasons.” This is certainly true in some cases.

 

But I think the strongest purchasing drivers include two major components:

1. A Critical Business Issue (CBI): a business goal or objective that needs to be achieved
2. A Crucial Emotional Business Issue (CEBI): a personal goal or objective that is very strongly desired 

For example, many of our Great Demo! customers are presales and sales leaders who:

  1. Need to hit their numbers 

        and 

  2. Want to make their teams the best possible version of themselves.

A CEBI is not the same as a personal goal, such as “I need to spend more time at home with my family.” A CEBI is aligned with other business goals or vision (and perhaps business cultural goals or vision).

 

It may also be a source of passion about one’s team, colleagues, products, or customers:

 

-       A head of sales who not only wants to meet or exceed quota but is also passionate about seeing all the sales team make their numbers and go to President’s Club.

 

-       A customer success manager who wants to achieve the desired renewal and expansion metrics and also has a private metric of seeing zero voluntary churn.

 

-       A sales or presales person who needs to make their numbers and is also deeply focused on enabling customers to achieve the desired outcomes and value.

 

-       A product manager who is measured by product revenues and who also truly believes that their product can change the world for the better.

 

While a CEBI by itself is likely insufficient to move a major purchase forward, the combination of both a CBI and a CEBI becomes an especially powerful, dual set of drivers.

 

 

Thoughts?