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Buying technology is a process

The sales cycle for Information Technology is getting longer.

From 2005 to 2006, IT sales executives overwhelmingly indicated that their sales cycles were increasing, according to MarketingSherpa's Business Technology Marketing Benchmark Guide 2006.

That is a very disturbing trend. Setting aside the macro impact on our national and global economies, the micro affect is even more curious to me. When you consider the inherent company benefits that are promised by the implementation of new technologies (i.e. increased productivity, speed and cost efficiencies) - I wonder why we aren't in more of a hurry to make technology purchases which can offer real gains for our companies.

The truth is, we are in a hurry - both as buyers and sellers

As buyers, we want all the benefits of the purchase - but the decision process 'pre-purchase' is getting more complicated, powered by online tools, flowing information and a more collaborative work environment. Companies (both large and small) report more people than ever are involved in the decision process.

As sellers, we are even more impetuous. Rather than recognizing a new dynamic selling environment - we are using our powerful new online tools to drive dated 'targeting' techniques - a wishful strategy that presumes that there is a single purchase influencer, neatly organized by job title, function and size of firm, who will immediately approve an order (so we can play more golf). We are, in effect, guilty of skipping the necessary steps, people and dialogues in today's buying process. And, by leapfrogging the natural order, we are actually slowing down a sales process that is ripe to accelerate.

Doing this blog is labor of love. For more than 25 years I've been a student of the buying process and a self-professed 'speed freak'. I've always used my analysis of the buying process to guide my marketing and sales strategies. And, with this blog, I'll be using that same approach.

I hope that my simple observations and the analysis of our many contributors will help you unlock the buying process for your products and accelerate your sales process.

Let's get started!

Barry