Current Situation (Influencer)

Customers' current situations influence the goals they want to achieve. They calculate the value of achieving proposed goals by comparing it with what value they receive from what they are presently doing to achieve those goals. Again, the greater the difference between them, the stronger is the goal motivation. Measurable value always makes it easier to calculate these differences, and it motivates customers to act more quickly.

Example

Billy Thomas, a plant manager, has a goal to reduce defects to 1 per 1,000 units manufactured. His current quality control program has a defect rate of 3 per 1,000. Linda Hart sells high-capacity production equipment. If Linda knew what an individual defect cost, she could determine whether Billy has a strong motivation to pursue this defect-reduction goal.