Building trust with a tech buyer doesn’t start with the product – it starts with the buying experience. And buyers are increasingly bypassing sales reps and other traditional avenues.
So, how do you effectively communicate the power of tech – and move buyers from consideration to purchase?
Resist the internal desire to talk exclusively about tech features. Instead, focus on the end customer benefits.
Identify the most impactful points of differentiation – and communicate them honestly. Tech buyers don’t want romance; they want solutions that’ll make their lives easier.
Respect your customers' need to be well-informed, and understand the specific challenges they’re facing – whether it’s a need for speed, efficiency, or cost reduction.
Supply fresh, high-quality content to keep buyers engaged and learning, and build campaigns that interpret and react to nuanced buying signals.
Facilitate reassurance. Most tech buyers will tap their professional networks for counsel on high-cost purchases. For lower-risk purchases, they’ll comb technology review sites.
"The technology brands of the future will lead with empathy – not speeds and feeds. They’ll focus their narrative to simplify a purchase decision that is often stymied by technical details."
Truth is the customer reality.
Beauty is in the brand response.