The bad news
Increasing commoditisation exists in all B2B product/service industries – when
‘What’ you sell is the same as others, price becomes the key decision criteria.
Buyers are tempted to travel further through their buying process before they contact
suppliers – researchers such as Forrester, Sirius Decisions and Gartner/CEB report senior executives now
conduct most of their buying process using the internet before they seriously engage you - they're self educating on market developments, establishing needs and deciding on solutions &
potential suppliers without speaking to you. In an undifferentiated B2B services world, buyers will already be focused on price before they reach out.