In business buying, the difference between a buyer's desired state and his or her actual state is referred to as the requirements differential.

Name: In business buying, the difference between a buyer's desired state and his or her actual state is referred to as the requirements differential.
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In business buying, the difference between a buyer's desired state and his or her actual state is referred to as the "need recognition" phase, not the requirements differential.

In Business Buying, the Difference Between a Buyer's Desired State