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Focus Research Insight: Why are you most likely to eliminate a vendor?
Throughout our research, buyers tend to emphasize the main core reasons for eliminating vendors. While the product under evaluation (and your requirements) have an influence, what are the main reasons you eliminate vendors? Are you most likely to eliminate on the basis of price, interaction with the vendor, difficulty of integration, local presence, lacking specific feature, something else? Clearly buyers buy when they find a fit for their needs, but what's the biggest turn off for you?
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First, there's the obvious. If I need a widget and they don't sell widgets, they're out.
Next though, there is the more gray area. Three companies that sell widgets. All within a few dollars of each other. Basically the same feature set. How then do I eliminate choices?
First and foremost, I look for timely response to questions. If a firm can't be bothered to respond quickly in the sales cycle, how much less will they do after they have my money?
Nearly as important, I look for a vendor with a good track record. Sure, you sometimes take a flyer with a raw startup, but generally, I want references and history.
Paul
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