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The One Thing Providers Could Do To Make Buying Easier

by Hank Barnes  |  June 18, 2019  |  Comments Off on The One Thing Providers Could Do To Make Buying Easier

In the past few weeks, I’ve been sharing some elements of our latest research on enterprise technology buying, pulling some of the highlights from my presentation that I delivered at the Gartner Tech Growth and Innovation Conference in both San Diego and London.  For those that missed it, we are offering a free webinar on June 26th that you can register for here.

This week, we’ll take another peek at some of the interesting findings.   As part of the study, we asked our 1464 respondents to describe one thing that the vendors they were considering could do to make buying easier for them.   We then categorized those responses into groups.   The word cloud below highlights the most common responses.

Source: Gartner, Inc.

The two things that jump out immediately are responsiveness and details.   Responsiveness is important—when buying teams ask for information, pricing, or clarifications; you should give it to them.   Seems simple, right?   But it doesn’t seem to happen as easily as it should.  In fact, our respondents told us that the “inability to get specific product or implementation details” from vendors was the second most likely cause of significant delays in their buying decision!     It’s easy to complain about lengthening sales cycles, but when vendors contribute to it, they need to take ownership of some of the blame.

The details element plays out with the responsiveness.   In talking with our procurement analysts, they tell us that the clients they advise regularly cite issues with vendors being reluctant to share the detailed information they request.  This results in a game of back and forth that frustrates everyone.   These issues are exacerbated by the complex dynamics of large buying teams.

The game  manifests itself further in some of the other groups: transparency, simplicity, price (note:  this is not just ‘we want cheaper’, but other issues around the other ideas: pricing transparency, pricing simplicity, etc.).

It’s easy to get frustrated as you try to drive your sales process, but recognizing how you could be impacting your own efforts by how you treat the customer’s buying process may be a start toward acceleration.


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Category: go-to-market  

Tags: b2b-buying  delays  responsiveness  

Hank Barnes
VP Distinguished Analyst
6+ years at Gartner
30+ years IT Industry

Hank Barnes explores the dynamics, challenges, and frustrations enterprises face when buying technology products and services. Using that customer-centric lens, he advises those responsible for marketing technology products and services, general managers responsible for product portfolios, and startup CEOs on next practices to drive success for their customers and their business. Read Full Bio

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