Changing Buyer Behavior and Need of Change in Marketing Gimmicks

Since the last few months, we have been talking about how sales is one of the most important business functions for any given business. Indeed, it is, however, there are more functional areas which strengthen the sales function process by their effort and work. One of the significant business function areas which have a great influence on the sales function is marketing. Marketing is a pre-step of selling. Unless and until you or your business for that matter do not hold the attention of your potential customers, you can not tell them about it. It is a well-known fact that what customers can’t see, know about and talk about cannot be sold to them as well. Today, continuing with our exercise we are going to talk about how modern buyers and their organizations reach to purchase decision in terms of technology solutions and how marketers can influence it with diligent practices.

According to a newly published report by LinkedIn, titled, “The Enlightened Tech Buyer: Powering Customer Decisions from Acquisition to Renewal”, today’s technology solutions buying process is highly influenced by community, however, driven by committee. What it means is, though being on seller’s side companies and their sales reps get to hear purchase decisions from key decision makers, they are influenced by a variety of elements present in their company including influencers, implementers, and end-users as well. Also, the report clearly states that today’s buyer for technology solutions is always enlightened about the usage of that technology. There is a diligent effort that takes place behind decision making where key elements present in the decision-making process gather information regarding a lot of things including associated benefits, major features, past experiences of users, right kind of vendors to by from, the feasibility of change management and more.

The report also suggests that today’s technology buyers are digitally enabled, obsessed about quality, focused on outcomes, service, and support as well. This makes it clear for sales reps who have been, are and will be selling technology solutions that you can’t really fool around with modern buyers anymore. Undeniably, factors impacting purchase decisions were different a few years ago, however, now they have changed a whole awful lot and sellers shall be completely aware of it.

If we closely look at the aforementioned scenario, no matter how keen sellers are to tap on right kind of conversations with decision makers in an attempt to sell their goods or services, if marketers are not aware of the impulses that may push or pull customers closer or farther from purchase decisions, there is very little that can be done to increase revenue. According to my humble opinion, if taken care of, the following things can help marketers to accomplish more in changing customer behavior era.

1.      Know your buyers:

Here, what I mean by this is, one shall always have a clear idea about who is one’s customers/buyers. This does not only include those who are conveying purchase decisions to sales reps; however, it also includes key stakeholders who have a say in it.

2.      It needs to be more than information:

Those days are long gone where some random press release, or flyer image or some long informative e-mail would attract buyers towards a purchase decision. Now, we clearly need to understand that today’s buyers are enlightened and always want to see thought leadership of the company, brand value, and intelligent client communication means opted by the company that sells technology.

3.      Go beyond the wall:

Till yesterday, it was true that you must do marketing only for your target audience and not for an entire set of population. Today, in my opinion, it’s a myth. ‘Not your target audience’ also had, has and will have influence over purchase decisions of your buyers. Henceforth, marketers must go beyond walls that they have built for themselves in terms of promotion audience and reach out to others as well with the intent of educating and spreading awareness about own offerings.

So, while we think of something new again start being prompt and eliminate procrastination right away. Till then, Gracias!??

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I do not claim any rights over shared image. Image rights remain with the concerned owner. Views expressed in this article are Nehal's personal opinions.

Author Bio: Kaustubh Arun Athalye is a Young Indian talent filled with perseverance, adaptability, linguistic skills and will to chase dreams. He is working as Senior Content Writer and Human Resources Manager in a growing market research start-up from Pune, India known as Qurate Business Intelligence Pvt. Ltd. His approach towards learning, optimism, positivity, and belief in values makes him stand different in the crowd.