For value added resellers of enterprise IT software commodities on a limited budget, there are only two reasons to opt for paid advertising as a lead generation method:
- A price advantage that can be passed through to customers
- or a Favorable Change in Availability
Of course, where budgets do not need to tightly controlled, there is no reason to exclude software commodities like:
- Microsoft® Office or the Windows® O/S
- Anti-Virus Software
- Remote Backup Software, etc
from paid advertising promotional programs. It makes sense, however, to lower expectations about the usefulness of this avenue for sales lead generation.
On the other hand, hiring a sales person who can bring to the business a set of purchasing contacts for important enterprise business targets for a vertical market and/or a geographical area, can result in a substantial increase in very high quality sales leads for commodities. In our experience, lots of these selling relationships are still built on trust and long term association between sales person and buyer, regardless of how enterprises and other large organizations in the public and not for profit sectors try to control cronyism through auction systems, RFPs, etc.
A perfect example of how these prospects buy commodities from people “they know” can be seen in the staff augmentation business for technical services. Very few of staff augmentation businesses advertise. In fact, there is little if any reason to do so beyond the two exceptions just noted above. The promotional budgets for these “staff aug” firms are usually used to pay for rounds of golf, dinners, lunches, etc., which are the promotional stock and trade for the type of sale person that brings in the commodities business for these firms.
Does this mean that online social media venues can be used for lead generation purposes for enterprise IT software commodities? Perhaps, but we think it is most important to mine for lead generation gold through the personal facebook pages for your sales personnel, not through paid advertising programs.
For enterprise IT value added resellers without the kind of “in crowd” sales personnel that this type of sale requires, the going will be very tough if the objective is, simply, to “peddle” software commodities to these markets. We think it makes more sense for this type of business to append commodities to sales contracts for other, unique offers, which must be the main revenue driver.
If you need to rearchitect your promotional planning to generate leads for software commodities that your business sells, please contact IMB Enterprises, Inc. We look for lead generation requirements. Further, we have direct experience in the staff augmentation technical services market from the mid 1990s to 2000. Please call Ira Michael Blonder at +1 631-673-2929 to further a discussion about our services plan, which start at $1250.00 per month (3 mos minimum). You may also email Ira at email@example.com.
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