While consumer marketing is very tough, once you reach the right person, the decision making is generally quicker / simpler because there are fewer people involved. The other point is that within the consumer segment, there are few internal personal dynamics / hidden agendas in play.
In case of the B2B segment, even after you have reached the right people , you are unsure when the priorities change or a new person comes into a role and she scuttles the whole deal. A typical situation which has happened to me multiple times is that we are working with the department which will use our services. Multiple people from that department are involved – from gatekeepers to decision makers. Over the years, we have realised the fact that procurement and finance, do need to get involved, so we check with the users when those departments will take part in the discussion.
A lot of times even the legal gets involved, so we push our prospect to even get these folks checked out. So we have put a check mark on most of these points. By being focussed on the Single Target Market we understand most of the issues and processes and have fine-tuned our approach accordingly.
Now comes the surprise – while we have checked out all the departments and we have crossed all the “t’s” and dotted all the “I’s” with everyone, we suddenly find a new face who has recently joined the company in a new role and he is asked to attend the meeting in which we are discussing the final aspects.
Suddenly this person opens her mouth on some aspect and now, everyone is in doubt.
Now you have to ensure that all the doubts that have been raised get sorted. Until then the deal does not come your way.
If you don’t account for these kind of delays, which happen all the time, your budgets can go haywire. This is where having enough marketing stamina, helps keep you afloat and hunt for new customers while deals close.
Till next time then.