|By John Ryan||
|July 4, 2012 02:00 PM EDT||
Time is an asset we cannot get back and buyers know this. The quality and speed in which providers can move buyers from newbie to informed status on a topic, the more value the buyer attaches to that provider. If providers want to inspire today’s time-crushed buyer, making it easy for buyers to grasp a straightforward concept is a good place to focus.
Photo Courtesy of: Arenamontanus
Concepts help buyers improve their decision-making process, sell internally and frame decisions that deliver better outcomes. Providers must first establish a learning culture that helps the markets and buyers understand concepts better. The more visual the provider can be, the better for the learning mind. Research has shown that conceptual understanding tills the ground of the mind allowing for the absorption of more detailed information.
When the provider has a master level understanding of a concept, it is a common mistake to blow right past the audience. Who hasn't been in a conversation where the listener said, "wait, back up a second". We got ahead of them and the details cannot be absorbed properly. If a person has never seen a car, why are we discussing disc brakes? But go to many websites and the providers are jumping right into the details leaving a trail of frustrated buyers.
Would an experienced investor buy Intel stock without understanding computing and the forecasted global demand? There are different kinds of investments and certainly corporate purchasing is one of them. Buyers deserve similar consideration from the provider's marketing communications and product management teams.
Concepts strengthen context, thus allowing buyers to move more quickly through the buying process. When providers get ahead of the buyer's learning process, the result is confusion. This leads to looking to other places to get their answers when they are researching.
Do you feel your company is communicating concepts in a way that inspires the buyer to learn more?
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