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b2b segmentation-heavy industry

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Partner Common interest Long-term view Relationship important Open communication Deal Seeker Does research Open communicator Relationship – get last look One-off purchaser Commodity Buyer Uninformed Don’t learn from experience Tight fisted Uninvolved in gensets? Institutional IBM syndrome Risk averse Litigous Decision making unit Brand sensitive Egotists Tough negotiators No relationship Needy Shop your bid Will mistreat you Buyers from Hell Want everything Take, take, take Should know better Independent High Maintenance Price is everything Acquisition Price (more focus on upfront costs Total System Price (Long-term analytical approach to determining value Customer desire for pre & post sales support Attitude to Price Example: Segmentation for Heavy Equipment Buyers (Business Customers)

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Page 1: B2B Segmentation-Heavy Industry

PartnerCommon interestLong-term viewRelationship importantOpen communication

Deal SeekerDoes researchOpen communicatorRelationship – get last lookOne-off purchaser

Commodity BuyerUninformedDon’t learn from experienceTight fistedUninvolved in gensets?

InstitutionalIBM syndromeRisk averseLitigousDecision making unitBrand sensitive

EgotistsTough negotiatorsNo relationshipNeedyShop your bidWill mistreat you

Buyers from HellWant everythingTake, take, takeShould know better

Independent High Maintenance

Price is everything

Acquisition Price (more focus on upfront costs

Total System Price(Long-term analytical approach to determining value

Customer desire for pre & post sales support

Atti

tude

to P

rice

Example: Segmentation for Heavy Equipment Buyers (Business Customers)

Page 2: B2B Segmentation-Heavy Industry

High end(Brand, Quality)

High Support

Low Support

Low end(Price)

Partners20%

Institutional11%

Deal Seekers20%

Egotists10%

Buyers from Hell13%

Commodity Buyers26%

Key Market Segmets


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