A new survey conducted by IDG on behalf of Salesforce.com finds that 65 percent of B2B buyers only engage with a vendor sales representative after they’ve already made a purchase decision. That number is probably even higher when it comes to IT products and services, which suggests that the way most IT service providers are selling those products and services is fundamentally broken.
The core selling challenge today is that unless IT services firms actively create awareness of the problem their solution solves they are basically hoping that somehow a lead for their services will be generated after a purchase decision is made. Given the number of IT services firms there are in any geographical area that specialize in any particular technology, waiting for leads from a vendor is at best a reactive approach to selling. In fact, any business founded on the premise of hope is generally going to fail.