The marketing community has been denigrating the idea of a buyer’s journey as a funnel for years – possibly decades – yet the metaphor persists. It’s so comforting in its simplicity that we keep using it, even though it no longer reflects people’s buying behavior.
Your most important customer doesn’t care about the features and benefits of your service. It doesn’t matter how articulate you are about describing those features or how much you advertise them. They don’t care. How can I be so sure when I don’t even know what service you provide? Because I’m referring to executive decision makers; those people who make the ultimate call about whether to choose your service or not.
In the dynamic world of business transactions, understanding the nuances of Letters of Intent (LOIs) can be the difference between a successful sale and a negotiation that falls short of expectations. LOIs serve as a beacon of interest from potential buyers, signaling their readiness to acquire your business.
