An important element in IT sales and marketing is targeting. With targeting, you can basically be where your customers are at. And today, with many businesses across both B2C and B2C sectors going online, everyone is scrambling to locate their market on the digital frontier.
Obviously, IT sales professionals should be at the head of this game. They are in the business of tech which is the heart of the whole internet revolution. When it comes to things like social media and internet marketing, you should be in the cyberspace as your customers right?
What Knowing The Customer Means For IT Sales Professionals
Actually, not all IT sales representatives know their customers as much as they think. You will not generate a lot of B2B leads if you choose a medium just because you think it is the same ones used by your customers. For example, you presume that since everyone goes to internet forums or social media groups, you place your hope of IT sales by participating in similar circles.
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However, once you sign up an account or start ‘engaging’, you are beset by the following obstacles:
- Low participation – A forum is not as active as you expected. Both your IT sales and marketing agents are frustrated by the slow or minimal responses they get. This is because you never really made sure to see if your market really does engage as much. Take SCM professionals for example. If your IT sales leads are for manufacturing management software, trying to engage in online forums may not be in your best interest because the people who could give you your IT sales are too busy at their job!
- Feeling out of place – On the other hand, maybe you just feel out of place. This ties with the bad reputation of IT sales not being fully in touch in terms of expertise. A forum with a high amount of activity will still be hard to participate in because you have no clue on what is being discussed. At this point, both IT sales and marketing researchers should really do their homework. Both parties should dedicate an appropriate amount of understanding how their market thinks.
- Not seeing success – Here is the tricky part, just because you did not generate the IT sales you hope does not mean your approach is instantly flawed. What it could also mean is that you cannot identify proper signs of success. Sure, your company page boasts a lot of Likes on Facebook, but how do those translate into IT sales? How much of a reputation must you establish on a forum before feeling more hopeful about getting leads from it? How can you be sure that the people viewing your land pages will convert into acceptable prospects for your IT sales team?
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Going back to the SCM example, thinking that you know your customers does not mean that you do. The best way to find out is still to research and put yourself in their shoes before trying to make IT sales out of them. It is not enough to just go to the same cyberspace. You have to be in that space at the same time and have something of the same value to discuss with them. Only then can you get your SCM software leads.