How? To understand this, the specialized company TechTarget has carried out the research “Media Consumption 2018” this year, aimed at understanding what factors lead a company to a decision to purchase digital technologies and, consequently, what levers can be better used by vendors and companies in the ICT supply chain, the tech companies, to be more effective in sales.
How Tech Buyers Move
The first evidence of the research is that the purchasing decision is a team game. No tech buyer moves alone: for complex projects a team that involves multiple people acts, on average 4.9. For this reason, the first rule is that it is not enough to talk to the CIO, but it is necessary to direct the entire team in your action. It is also clear that the more complex the sale, the longer the purchasing process will be.
Informed Tech Buyers
The study also shows that tech buyers are increasingly informed: 70 percent do research and look for information before speaking to sales figures about the solutions they intend to purchase: they do research on search engines, read information sites, forums, vendor sites, and then move on to advice from colleagues, physical events, and even social media.
33% of buyers have already chosen at least one vendor from australia telegram Users mobile Phone Number listthe shortlist before talking to sellers.
How to please tech buyers
From this derive important suggestions for sales managers, who cannot appear unprepared. It is in fact crucial that contact requests demonstrate that the sales figures have actually understood the problem and that there is coherence with what is actually being sought. These are two strengths that determine the success of a commercial contact, capable of undermining consolidated relationships with reference partners.
In this scenario, online marketing becomes crucial to intercept the customer at the right moment in his journey. It follows that marketing and sales must work side by side.
An omnichannel approach is needed, in which the sales process must be built with an integration between online activities and traditional offline sales activities. The seller must be able to access the information produced by marketing systems in order to make decisions to contact the right customers at the right time and use the most correct communication strategies to close each sale.
