One of the most common communication challenges in B2B tech
"One of the most common communication challenges I see among B2B tech companies is them getting stuck in the 'tech trenches'," says Mimmis Cleeren, CEO of SUNMICO.
Tech companies are understandably proud of their products.
So when it's time to explain what makes them different, the conversation easily becomes about: features, functionality, technical specifications and proof points.
All important.
But your customers don't only want to understand what your technology does.
They need to understand:
What problem does this solve for me?
Why should I care?
What makes this relevant to my business?
Why should I trust you?
Why should I choose you rather than another solution?
This is especially important when you're communicating with different people in the buying process.
A developer, CISO and CEO may all be involved in buying the same technology platform, but they don't necessarily care about the same things.
And a Chief Procurement Officer, a CFO and Knowledge / Information Managers look at different things when deciding on a software and service that can help them gain visibility and control of all their indirect spend and suppliers.
Good B2B communication translates technology into relevant value for the person receiving the message.
So next time you're reviewing your website or sales presentation, try this:
Are we mainly explaining our technology, or are we making it easy for our customers to understand why it matters to them?
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