Do you believe that simple sells? I do.
Yet in complex B2B and technology markets, we often slip into the belief that our complexity is cool. The more complex we make our stories about our cool tech, the more advantage we create.
So we share all the details of our innovation. We revel in discussing deep technology and the science behind it, cool configurations, dramatic feeds ‘n speeds, next generation architectures, patents, designs and more.
Technology buyers think that’s pretty cool. The hitch lies in the fact that these buyers don’t hold the purse strings.
The individuals with financial influence are the business decision-makers. They’re not captivated by the nuances of our cutting-edge gadgets or the revolutionary whatchamafloppy we created. What truly resonates with them is the prospect of generating revenue, curbing expenditure, and boosting their bottom line.
Just look at quantum computing today, and AI in the past. Too much upfront hype about the tech resulted in a lot of skepticism among the economic buyers. They waited a long time for AI and they are still waiting for the value of quantum, and growing more and more skeptical.
In essence, it’s a simple equation.
Our primary focus should revolve around how our cool tech drives our customers’ financial gains and/or savings.
That’s why it’s important that we keep it simple in our messaging to the business decision-makers.
We don’t do that by diving into deep technology discussions, promoting our latest and greatest research project or claims of grandeur applied to use cases that don’t matter to our economic buyers.
Yes, we need to woo our technical buyers. But what woos them will often cause our economic buyers’ eyes to glaze over.
When we keep it simple, focusing on the business value, the people with the money learn why they want and need to buy our solutions.
Then… they actually listen to the technical recommenders who understand and value our cool tech.
Seems pretty simple.
If you want to capture the buyers’ attention, stop with the chest thumping complexity.
Make it simple for your buyers to understand how your stuff solves their problems.
Then watch them come to you for more.
