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Focus Research Insight: What does 'product specs' mean to you?
Here at Focus Research, we have asked many buyers what type of information they expect in the initial contact with the vendor, and the answer is almost invariably "price and features!" In a recent survey, 48% of buyers said they expected Product and/or Equipment specs right off the bat. But, what specifically? Just a checklist of features? Descriptions of each? Integration capabilities? Hardware requirements? How do you define product specs and how much depth do you expect?
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2 Answers
When I'm talking to vendors on behalf of my clients, I usually have 3-5 top features that are show-stoppers. I always ask those questions first, to reduce the playing field to a manageable number.
Next, I'm looking for value, which is not features and price, but fit. You know that 70% failure rate of IT projects? It's most often because of a disconnect between the technology and business processes.
So who are your ideal customers and what problem does your product solve? Explain that first, then describe those 3-5 features that best address that need and how/why. That how and why, by the way, is what distinguishes you from your competitors.
Then you can go on to the nitty gritty about other features, hardware requirements, etc.
I can almost guaranty you that this approach will grab the attention of your target market and greatly boost sales in the process too.
You can ask if they have provided specs to other vendors? And when the potential client gives you the specs you can ask additional questions to be sure that is exactly what the client NEEDS........
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