Five tips for cementing your company, your service or product, and yourself in a prospect’s mind, long before the formal bid phase:
1. Source credible, neutral information; content from reliable,
independent sources. Buyers value pertinent information that’s truthful and unbiased.
2. Seek out research and benchmarks. Give them solid, independent data they
can use to make a case to their stakeholders.
3. Curate it carefully. Don’t do a data dump. It won’t impress them. It risks annoying them, with otherwise valuable material. Show them the full extent of your intelligence by excerpting and quoting in accordance with their needs and issues.
4. Give them news they can use: Tips, techniques, independent evaluations,
feedback from users that you’ve found elsewhere than your own marketing department.
5. Source case studies that feature peer organisations making similar procurement decisions, or employing similar procurement methodologies. Help buyers see products and solutions in the context in which they will be rolled out in their own environments.
It’s about showing your integrity, your diligence, and your understanding of their world, their vision, their experiences, and their issues.
