Don’t Change Buyer Behavior — Make It Work Better

Changing consumer preferences and buyer behavior is difficult in the B2C and B2B world. With individual preferences, various processes, and other unique factors, the systems and tools that a company has in place can make even the smallest shift feel huge within the organization. However, experts like Jens Gamperl, founder and CEO of Sourceability LLC which brings global digital solutions to the electronic components marketplace, believe there is a backdoor for disruptors that believe those processes, systems and tools can be better or more efficient: don’t aim to change buyer habits. Instead, Gamperl says in a Forbes article to identify what can be improved within those long-standing processes and make them work better. The traditional buying method could be the reason for the difficulty of altering buying habits. Not only is this method slow and inefficient, but because it’s so relationship-based, it also fails to provide a complete view of the marketplace, which means purchasers frequently miss the best deals for their needs, says Gamperl. Taking a new direction such as ecommerce, online databases, a cloud-based enterprise resource planning (ERP) and customer relationship management (CRM) system or other integrations of technology could make the world of difference in keeping up and working with customer behavior. Gamperl suggests fitting the new technology you integrate to your organization and simplifying the process. Technology is about disruptions, and recognizing the opportunities to integrate newer and efficient systems is half the battle in deciding what to use. The evolution of buyer behavior and technological changes is an easy choice, says Gamperl, not by asking those on the front lines to change what they do, but by simplifying the way they do it.