This recording of the Value Pro Show features a discussion between Bruce Scheer and David Spiegel about the critical importance of the B2B buying experience. They introduce their framework, the B2B Buying Experience Index, designed to help companies evaluate and enhance how their customers navigate the purchasing process. The conversation is structured around four key phases of the buyer’s journey: gaining trust, clarifying requirements, framing value, and accelerating impact. Within these phases, they detail ten measurable pillars, emphasizing that a positive buying experience, especially for high-consideration solutions, is a major driver of growth and customer loyalty, often outweighing the product itself in influencing decisions.
