In her blog post "Why can't selling be more like buying?" marketing consultant Ardath Albee provides a good list of the concerns that buyers have in mind when considering a purchase.
All of these concerns can be addressed through placement of appropriate information and discussion in online content as well as marketing documents such as white papers, case studies and success stories, and application guides.
To Albee's list, I would add the following buying concerns that are of specific interest to technology marketers:
- A broad view of potential solutions that includes nontechnical ways of obtaining the desired results.
- Company reputation; buyers want the assurance of a solid vendor when making a commitment to any technology.
- Support, maintenance, and upgrade factors that can influence the implementation efforts and overall cost of a technical product.
- Return on investment and other quantitative evaluation factors. (I am intrigued by a forthcoming book on this topic: The IT Value Network.)
You can find more discussion of these buying factors and others in my book Copywriting That Sells High Tech.
Do you consider specific buying factors when developing your sales and promotional materials?