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Microservices Expo: Article

The Secret Sauce to Inspire the Buyer to Learn More

Do not leave them behind

Time is an asset we cannot get back and buyers know this.  The quality and speed in which providers can move buyers from newbie to informed status on a topic, the more value the buyer attaches to that provider.  If providers want to inspire today’s time-crushed buyer, making it easy for buyers to grasp a straightforward concept is a good place to focus.

Photo Courtesy of: Arenamontanus

Concepts help buyers improve their decision-making process, sell internally and frame decisions that deliver better outcomes. Providers must first establish a learning culture that helps the markets and buyers understand concepts better. The more visual the provider can be, the better for the learning mind. Research has shown that conceptual understanding tills the ground of the mind allowing for the absorption of more detailed information.

When the provider has a master level understanding of a concept, it is a common mistake to blow right past the audience. Who hasn't been in a conversation where the listener said, "wait, back up a second". We got ahead of them and the details cannot be absorbed properly. If a person has never seen a car, why are we discussing disc brakes? But go to many websites and the providers are jumping right into the details leaving a trail of frustrated buyers.

Would an experienced investor buy Intel stock without understanding computing and the forecasted global demand? There are different kinds of investments and certainly corporate purchasing is one of them. Buyers deserve similar consideration from the provider's marketing communications and product management teams.

Concepts strengthen context, thus allowing buyers to move more quickly through the buying process. When providers get ahead of the buyer's learning process, the result is confusion.  This leads to looking to other places to get their answers when they are researching.

Do you feel your company is communicating concepts in a way that inspires the buyer to learn more?

More Stories By John Ryan

John is an experienced leader with a strong background of defining and executing company strategies. He is especially skilled in channel management, market analysis, brand marketing and selling technology products and services. He has successfully served in a number of executive positions and has been in management for 20 years. John is currently writing a book on increasing revenue generation. He has been a co-author of a comprehensive marketing methodology for high tech companies and has helped venture capitalists and private equity firms gauge their technology investments. In 2004, John served as Vice President of Marketing for the NA arm of the $6B IT Services division of Siemens, AG. John served on the board of directors at WebTrends, purchased by NetIQ (NTIQ) for $1 billion in 2001. WebTrends was highly successful dominating the web site analysis and reporting space. Prior to WebTrends, John was the Vice President of Marketing for Tivoli Systems. John has worked as a contracted consultant for established companies, start ups and top analyst firms. John can be reached at john@johnwryan.com or you can follow him on Twitter @buyersteps

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