The process of selling IT products and services to global businesses and other large organizations, with overwhelming frequency, devolves at an alarming rate into highly competitive situations where factors are clearly at the disadvantage of IT marketers. These factors include:
- Important roles within opportunities to engage with prospects change. Prospects assume a dominant position, changing direction as they see fit. IT marketers may be left high and dry at will
- Telling signs of commodity purchasing scenarios rear their heads. For example, prospects cut back on engagement opportunities with IT marketers. Pricing discussions proliferate. The task of researching needs as well as methods of satisfying these needs becomes entirely relegated to prospects. IT marketers have little to no opportunity to speak up.
It is imperative for IT marketers, even those with products and services offerings entirely relegated to specific product platforms that lie out of their control (I include in this category offerings from Microsoft Managed Partners, Oracle Partners, SAP Partners, etc) to build fine tuned lead generation programs to ensure as completely as possible that precious scant face time and ear time be spent with the right prospects. IT marketers must be sufficiently capitalized to ensure that these opportunities to engage include no unnatural imperative for prospects to move forward, prematurely, at all. Better to take two years with the right prospect to land a lucrative order than to utilize artificial means to hasten the purchasing process. In fact, it may be necessary to authentically partner with decision-makers within prospect businesses who have a useful view of realities while incorrect decisions, already on the table for purchasing discussions, are dismantled.
Broadly speaking, in order to produce useful, promising sales leads for complex IT products and services to global business prospects, it is imperative that methods emphasize telephone contact to ensure that a meaningful set of potential advocates, information-gathering resources, decision-makers, etc within prospect businesses can be gathered in an efficient manner over manageable time frames. It is quite simply not possible to “touch” enough contacts within prospect businesses, neither via opportunities for face to face meetings, nor from conference attendee lists, or even email marketing outreach programs. Further, the mode of this telephone contact method must be firmly limited to teleprospecting activities, at least at the outset of campaigns, prior to identification of useful decision-makers, etc.
IMB Enterprises, Inc. has considerable recent experience implementing lead generation programs for complex sales of IT products and services to global business. Please telephone us at +1 631-673-2929 to discuss your products and needs. We are particularly interested in technology products–software or hardware–as most of our experience has been garnered from working with software and computer hardware manufacturers.
© IMB Enterprises, Inc. & Ira Michael Blonder, 2012 All Rights Reserved