It means that the buyer is gathering as much information as possible about the product or service they’re looking to procure. They’re comparing brands, prices, features, and functionality. They’re checking out third-party reviews and comparisons, and seeking opinions from others in similar positions in companies, and similar companies, about the different choices available.
As the buyer investigates, they expect that the companies and products they are investigating are totally transparent – that all facts are on the table.
This kind of investigation wasn’t even possible only a few decades ago when the only “investigation” that could be conducted was listening to what salespeople had to say. What has made the difference is the Internet – which has meant a total democratization of information.
As the buyer investigates, they expect that the companies and products they are investigating are totally transparent – that all facts are on the table. Knowing this, at Pipeliner we have made investigating our product as easy as possible by being totally transparent. In fact, if a buyer is not rapidly finding all the data they need, they can let us know and we will rapidly provide the missing information and correct the situation for future buyers.
Seller’s Corresponding Actions
As you can see in the Pipeliner Selling System graphic, the first step of the Selling System—which correlates with the buyer’s Investigator stage—is Focus. There are several reasons for this.
- 1. In today’s market, a buyer cannot help but be overwhelmed with information as they are investigating. Without some kind of assistance in becoming focused on what they really need, and what product or service could fulfill that need, they could easily get lost in their investigation and end up actually choosing the wrong product.
- 2. In such an information overload, vital information about your product or service can slip through the cracks, be misunderstood or even go unnoticed altogether. Therefore it is up to you to focus the buyer’s attention on the qualities that would make your product or service a good fit for their company.
Overall, then, you are helping focus the buyer’s investigation. Done right, it is totally to your advantage.