In our series of posts, dear reader, on the buying process for B2B companies, we covered awareness of a problem or opportunity, defining that problem or opportunity, and briefing the requirements.

The next stage, the fourth as far as I’m concerned, is where the company evaluates its alternatives. Among these alternatives might be answers to the following questions:

– do we have to do anything?

– can we do it ourselves or internally?

– if we can’t do it ourselves, who shall we evaluate?

– how shall we evaluate them?

If the answer to the first question is yes, and the answer to the second is ‘no’, then you have a buying situation, and not before.

Evaluation of the buying alternatives can take many forms, mini stages and time before the buying company can move to the next buying stage. The bottom line, though, is that the company should select the alternative that best fits their unique set of requirements.