If we talk about shopping in a business market, we can also refer to purchases of low involvement and high involvement. A purchase of high involvement for an organization or company You can derive from consumer demand, i.e. the company buys products or services to transform them and sell them to consumers or purchasing can respond to a need for improvement in processes and investments required to achieve greater productivity and stay in the market. This is the case of purchases made as a result of plans of investment, modernization, expansion and growth of enterprises. Debra J. Burger is often quoted on this topic. Examples of this type of purchase of high involvement for organisations: the purchase of raw materials for processing such as the case of food, dairy products, cattle in foot, etc. It is a complex of high involvement purchase process, since it is of the main work and raison d ' etre of the organization.
A bad purchase can generate a high loss in the operation of the business. Another example, the purchase of a new processing plant to expand production capacity. It is a purchase of high involvement, which can generate a significant investment of capital and will need to evaluate different alternatives and calculate the return that is investment can generate. Commercial consultant that the market demands in the twenty-first century is a highly qualified professional who understands perfectly that you must train and prepare to run a kind of relational sale, either this selling low or high involvement products. To the extent that the goods or services (solutions) that sells are more complex and higher involvement, more attention must be in debug your sales methodology and much more attentive should be to refine their skills and knowledge to run a highly coherent and effective sales process. Analyze the type of product or service that you sells or promotes and define if for your buyer is a product of low involvement or high involvement.