Pricing Table Topics: 9 of Spades – Know What Information the Buyer Needs (opens in new tab)

This one is the 9 of Spades from the Selling Value card deck. Buyers need different information depending on where they are in their own buying process. There's a map in the Selling Value book that talks about these different waypoints, but let's simplify it for the sake of this table topics and say, look, there's really two key phases in a buyer's decision process. First, they make a 'will I' decision. Then they make a 'which one' decision. When they're making a 'will I' decision, they're tr...