HOW TO: Map the buying process

One of the recurring themes in this discussion has been the concept of thinking in terms of a buying process not a selling process. Many times when I speak about this topic publicly, there is general agreement in the audience, but the question of how to map a buying process often comes up. In some industries, it is significantly easier than in others, but some common techniques can be used across all industries to best understand how buyers ultimately arrive at a buying decision.