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3 Steps to Avoid the Procurement Knothole

Buying decisions are not just logical. They are not just emotional. Buying decisions are an evolving combination of human need bubbles. When you are buying a car and you have been a long term BMW driver, what will it take for you to consider an Audi or a Cadillac? If you are a long time Chevy truck owner, what will it take to get you to look at a Ford? If you have been a long term Toyota buyer, what will it take to get you to look at Kia? When you are trying to sell a service, a similar combination of logical and emotional needs come into play…