{"id":47329,"date":"2026-08-24T15:52:42","date_gmt":"2026-08-24T15:52:42","guid":{"rendered":"https:\/\/greatdemo.com\/?p=47329"},"modified":"2026-08-24T15:52:42","modified_gmt":"2026-08-24T15:52:42","slug":"what-are-key-events-in-buying-processes","status":"publish","type":"post","link":"https:\/\/greatdemo.com\/es\/what-are-key-events-in-buying-processes\/","title":{"rendered":"What Are Key Events in Buying Processes?"},"content":{"rendered":"<p style=\"margin: 0in; background: white;\"><span style=\"font-family: 'Calibri',sans-serif; color: black;\">They can make all the difference!<\/span><\/p>\n<p style=\"margin: 0in; background: white;\"><span style=\"font-family: 'Calibri',sans-serif; color: black;\">\u00a0<\/span><\/p>\n<p style=\"margin: 0in; background: white;\"><span style=\"font-family: 'Calibri',sans-serif; color: black;\">We were selling automated workflows into pharma and materials science research organizations that included hardware, software, intellectual property rights, and knowhow. These were expensive systems that could accelerate processes 50\u2013100 fold, delivering enormous productivity gains and truly accelerating the identification and optimization of candidate compounds and materials.<\/span><\/p>\n<p style=\"margin: 0in; background: white;\"><span style=\"font-family: 'Calibri',sans-serif; color: black;\">\u00a0<\/span><\/p>\n<p style=\"margin: 0in; background: white;\"><span style=\"font-family: 'Calibri',sans-serif; color: black;\">Everybody was interested, but it came clear that only those who visited our facilities and saw the workflows in production use moved forward to purchase. It was an unanticipated, but important element of proof. The \u201cLab Tour\u201d accordingly became a Key Event in our prospects\u2019 buying processes.<\/span><\/p>\n<p style=\"margin: 0in; background: white;\"><span style=\"font-family: 'Calibri',sans-serif; color: black;\">\u00a0<\/span><\/p>\n<p style=\"margin: 0in; background: white;\"><span style=\"font-family: 'Calibri',sans-serif; color: black;\">No Lab Tour, no purchase.<\/span><\/p>\n<p style=\"margin: 0in; background: white;\"><span style=\"font-family: 'Calibri',sans-serif; color: black;\">\u00a0<\/span><\/p>\n<p style=\"margin: 0in; background: white;\"><span style=\"font-family: 'Calibri',sans-serif; color: black;\">Completed Lab Tour, high probability of closed business.<\/span><\/p>\n<p style=\"margin: 0in; background: white;\"><span style=\"font-family: 'Calibri',sans-serif; color: black;\">\u00a0<\/span><\/p>\n<p style=\"margin: 0in; background: white;\"><span style=\"font-family: 'Calibri',sans-serif; color: black;\">We changed our sales motions to match these buying steps, encouraging (and gently demanding!) a Lab Tour as a key step in our sales and our prospects\u2019 buying processes.<\/span><\/p>\n<p style=\"margin: 0in; background: white;\"><span style=\"font-family: 'Calibri',sans-serif; color: black;\">\u00a0<\/span><\/p>\n<p style=\"margin: 0in; background: white;\"><span style=\"font-family: 'Calibri',sans-serif; color: black;\">It is important to realize that the Lab Tour was not part of our original sales process. We only discovered its cruciality when we were reviewing our recent wins and No Decision outcomes (at that time the only viable competitor was No Decision or an attempt by prospects to build the workflows themselves). <\/span><\/p>\n<p style=\"margin: 0in; background: white;\"><span style=\"font-family: 'Calibri',sans-serif; color: black;\">\u00a0<\/span><\/p>\n<p style=\"margin: 0in; background: white;\"><span style=\"font-family: 'Calibri',sans-serif; color: black;\">Key Events in your prospects\u2019 buying journeys could be the critical difference between closed business and no sale!<\/span><\/p>\n<p style=\"margin: 0in; background: white;\"><span style=\"font-family: 'Calibri',sans-serif; color: black;\">\u00a0<\/span><\/p>\n<p style=\"margin: 0in; background: white;\"><span style=\"font-family: 'Calibri',sans-serif; color: black;\">In our case, it was an alternative form of proof from what we expected. Since then, I\u2019ve encountered other intriguing types of Key Events that occurred in discovery and other phases of sales and buying processes.<\/span><\/p>\n<p style=\"margin: 0in; background: white;\"><span style=\"font-family: 'Calibri',sans-serif; color: black;\">\u00a0<\/span><\/p>\n<p style=\"margin: 0in; background: white;\"><span style=\"font-family: 'Calibri',sans-serif; color: black;\">What might be Key Events in <i>su <\/i>buyers\u2019 processes?<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>They can make all the difference! \u00a0 We were selling automated workflows into pharma and materials science research organizations that included hardware, software, intellectual<\/p>","protected":false},"author":2,"featured_media":47330,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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