Two decisions inside one sale
Architects, designers and consultants evaluate technical performance, compatibility, documentation, lead time and support. The final buyer also considers emotion, status, confidence and the meaning of the purchase.
A brand that communicates only with the payer may never enter the specification. A brand that speaks only to the professional may fail to sustain desire and price.
Build a dual value proposition
The commercial system should provide evidence and service for the specifier, while offering narrative, reassurance and experience for the buyer. The product is the same, but the questions are different. Recognizing both audiences improves content, sales materials, showrooms and after-sales relationships.
Sources
Sources and evidence are available in the original Portuguese edition.