Losing more deals than you expect? Not getting on short lists? Finding it hard to talk to the right person. You are not alone – there has been a fundamental shift in IT buying in recent years.
At the MSH Summit on Wednesday 18 September in London, Gartner director Mark Paine (pictured at the 2018 Summit) will reveal new thinking on the increasingly complex business of IT buying, particularly as it affects IT services.
People are more tech-savvy than ever before which means it’s not just the IT department that makes technology choices. And the internet now opens up many more sources of information and access to trusted sources (independent sites) which used to cost a fortune, data reveals.
But with all that complexity and wealth of information comes a problem: the buyer has to sort through so much information. But worse still the buyer still can’t find the right information to make a quick buying decision. And so the buying cycle becomes fluid and sometimes erratic.
The net result – buying takes 50% longer than planned as found in a Gartner survey last year. And what’s more Gartner surveys show that up to 59% of buyers cancelled at least one buying effort.
As a result
- 59% will continue to work with who they know.
- 30% say they are not likely to buy anything.
- 30% say they will not consider the supplier
- 27% say they will push down prices
In a vital keynote at the MSH Summit, Mark will outline some concrete steps that the service provider can take to re-engage with the erratic buyer and get their message through.
Register to attend here free-of-charge for qualifying delegates - i.e. director/senior management level representatives of Managed Service Providers, Systems Integrators and Solution VARs.
