In business to business marketing, the temptation is to provide a stream of facts and figures. What we forget, is that we are not marketing to a business, we're marketing to people within the company. Often it's the person within the company who will make direct use of the product, but most often it's the person in the company who controls the purse strings and will give the purchase the thumbs up.
Nobody makes the decision to buy your Widget because you're the fourth largest manufacturer of Widgets in America. Nobody makes the decision to buy your Widget because it applies 500 Megajoules of wimmy-wam-wozzle. Yet these are the dry facts and figures that companies repeatedly lead with in their sales literature.
Show me that my job will be easier because I have a Widget. Demonstrate that my company will crush the competition, if we've got a Widget. Something emotional. Something that applies to me. That's what will make me decide to buy.
In all - that decision will take less than a minute. Now that I've decided to buy, give me the facts and figures to back up my decision so that I can convince myself that the decision was a good one.
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