Think Smart; like a Prospect
I like the new commercials that start off “People Are Smart”. Prospects are and we should treat them as such. They certainly should be with all of the information that is available via e-brochures, whitepapers, webinars etc. It seems that just about every answer to every question is now only a Google search away.
So how do we engage smart prospects that have Too Much Information (TMI)? Well, for starters we can try and put ourselves in their shoes. Have you actually gone through the process of starting with a business issue and then researching from your prospects position? Let’s say you sell data storage appliances like NetApp or Equallogic. The brand doesn’t matter and the prospect is willing to evaluate many brands. What do they do?
Try it. Hopefully you will eventually end up on your company’s website and be pleasantly surprised. But I bet something will still be missing from the exercise. Can you guess what it is?
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