What Marketing Materials Get Prospects to Buy?
When we look at what buyers tell us, one of the things that we have asked them recently is what causes them to stop a buying process. Basically, they’ve invested all of this money and time in trying to decide on a technology solution, and they decide to do nothing. Sometimes it’s budget issues, but often it’s the question whether or not they can achieve ROI, or whether they can deal with the risk.
And usually they’ve heard stories of how other clients have, but it’s at a personal level. So what we see is the reason why that happens is that most providers have a big gap in their marketing material around the actual steps and implementation process of how I’m going to go from licensing your technology or buying it, to getting value within 30, 60, 90 days – whatever the realistic timeframe is.
So if providers, if technology vendor’s can start preparing that material of here’s exactly what you need to do and of what we need to do in order to achieve success, and use that deep in the buying process, guide people through it. That’s going to help them with their business case. But it’s also going to help them be successful, and you will probably also recognise that’s pretty much the foundation for successful projects anyway, but that information can’t wait until after the sale. Because if you have it wait till after the sale, you may never get it.