Inside the Brains of Solutions Buyers

Posted on by Greg Cholmondeley | No Comments »

by Greg Cholmondeley, Workflow Practice Director, PODi and Caslon & Company

Circular Workflow ChartNo, we aren’t zombies … but who wouldn’t like to know what our prospects are thinking when they’re taking our calls or sitting across the table? The final speakers and contents are rolling in for AppForum and the session titled “Inside the Minds of Solutions Buyers” is sounding like one not to miss.

Frances Cicogna from Canon has pulled together three panelists who have agreed to share their personal opinions on what drives them to make solution purchase decisions … including what turns them off. She’s hosting a panel consisting of Erin Monfort, Production Specialist for Catholic Relief Services, Pat Hallenbeck, Sourcing and Procurement for The Walt Disney Company, and Bree Mars, Production and Scheduling Specialist for Hilton Grand Vacation.

I’d love to write what their answers will be but, like you; I have to wait until May 12th at AppForum in Las Vegas to find out. Here are some of the conversation-starting questions you can expect them to cover though:

General topics:

  • What are the key challenges you face as a solution buyer?
  • What is the best way to engage you in considering a solution?
  • What are you thinking about as you make buying decisions?
  • What can be done to improve the odds of a solution sales success?

The tough questions:

  • How do you like to buy / be sold?
  • How do people get to you and what captures your attention?
  • Do you return voice-mails or emails and do you only talk to people that are referred?
  • What does a really good sales call look like?
  • What types of approaches or incidents really turn you off?
  • How do you think about the companies calling on you?
  • What is the process by which you buy solutions?
  • What are your expectations at the first meeting?
  • Do you look for certain kinds of expertise?  E.g. Printers vs Marketing Service Providers
  • Do you look for case studies?
  • What do you expect in terms of communication as the project goes forward?
  • How do you make a buy decision?

So get to AppForum 2015 if you want to hear, first hand, what solution buyers really think, what they really want, and how they want to be approached. It’s May 11-13 at Harrah’s in Las Vegas and you can still get half off the price by registering using code AF15_Press50. Then be sure to reserve your room at Harrah’s using the AppForum group rate or call them at 888-458-8471. Visit to see more information including the agenda, session descriptions, and speaker bios.

(“Circular Workflow Chart” Image courtesy of basketman at

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