What Do B2B Tech Buyers Want?

Posted by Michael Auer on Aug 17, 2017 11:38:31 AM

What Do B2B Tech Buyers Want?While every buyer is different, there are a few key aspects of the customer experience that B2B technology buyers view in high regard. There are of course many other details that go into the sales process, but these 4 core pieces are what you can base your sales, marketing and product development on.

Comparison Charts

Instead of sending a potential client off to peruse a competitor’s website, include relative comparisons to your products and showcase the pros and cons of each solution. Make these charts clear and include content that details how your product stacks up to the competition. Accuracy is a must and any obvious mistakes can hurt your credibility. Include links to individual product pages with detailed specs, images, instructions and reviews. These charts not only build trust, they give an illustrated look at how your solutions can help their company.


While email and social media platforms can be a great way to build relationships with prospects, a face-to-face meeting can have a much greater impact when it comes to closing the deal. Even if you’ve spoken on the phone with them several times, there is tremendous value in meeting them in person. Invite the prospect to your facilities for a live presentation. Provide them with all visitor amenities and get them familiar with your business. If they decline, offer to visit them to display your product to their team. Face-To-Face meetings should be used at all phases of the sales cycle and periodic visits should be set up with all current clients.


At the end of the day it’s all about how your product can affect your prospects bottom line. Give detailed analytics that show how your solution can impact their efficiency or capacity. Case studies are a great way to communicate the benefit of your solution. This also makes vetting your potential clients extremely important. You want to make sure that your solution will work for them and that it fits within their financial parameters. Cost is always a major issue when it comes to new technology. While costs may fluctuate, never compromise the quality of your product. If your solution is more expensive, make sure you justify the reasons and show how your product stands to provide a greater return.

Long-Term Solutions

The sales cycle in B2B technology tends to be a long one and many of the products carry a hefty price tag. For these reasons customers are looking for solutions that will not need replacing in the short term. Regardless of if you’re working with software or hardware, continuous updates and innovation are necessary to remain competitive. Building easily upgradable products can breed loyal customers and give you solid ground on which to up-sell additional products. Repeat business is the foundation of any successful company, never compromise quality for cost.

Founded in 1990, Winn Technology Group is a leading provider of global, multi-channel marketing solutions for the technology industry.   For both direct and channel sales, Winn supports demand creation, account-based marketing, channel management, digital marketing, social media, teleprospecting, lead nurturing, event marketing, database services, and inbound response management.CONTACT WINN TECHNOLOGY GROUP US

Topics: Demand Generation, Lead Generation