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What are some specific ways that technology vendors can substantively engage and educate buyers?
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2 Answers
Scott -- I believe one of the strongest ways to do what you ask is have the vendors really understand the business of their buyers. This is not new but so many sales people don't do enough homework to be credible in front of their customers. They must build credibility as a trusted advisor and establish a relationship with the customer.
Understanding the customer's business, speaking their language and offering solutions that make sense to them is very powerful.
If all you can do is talk about what your product/service does and cannot relate it directly to the customer's business situation, it will be difficult for them to make the buying decision.
Vendors must establish credibility in order to be viewed as a resource that can ‘educate’ the buyer. Focus on targeted content marketing, across channels that align with both the buy cycle and audience personas can help achieve this because it says you have an understanding of the buyer, their needs, and their trigger points. You also need some alignment with core analyst messages because of their influence on buyers.
A track record and sustainable vision of the future is important to make buyers ‘want’ to engage. Repetition across multiple digital channels helps buyers discover the voice of the vendor in forums they may be leveraging. Properly managed it will lead a buyer to engage.
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