Tech Buyers Today: What Are They Thinking and How Are They Buying?

Activate is directly and closely monitoring engagement around B2B tech buying conversations.

We are especially interested in live, human-to-human conversations, to gain a sense of where the market will be headed over the next few months and the remainder of 2020. In this newsletter and blog, we will discuss two vital pieces of information for Business Development reps (BDRs) or Inside Sales reps (ISRs) as they speak with tech buyers adapting to an evolving workspace: Tone of conversation, and what they are planning to buy.

Tone of Conversation Today:

ISRs and BDRs have a tough job in front of them. They have to build rapport and trust with a prospect. Beyond knowing the hard data, a BDR’s job becomes easier once they know the attitude and tone of the prospect.

In terms of how buyers are feeling and sounding, the tone is one of understanding. Many buyers are sharing stories of struggles – and success – with their recent work-from-home status.

Having monitored interactions for a month, we’ve found that conversations with IT buyers reflect a greater level of engagement, with some discussions lasting three to four times longer than they did two months ago. In fact, a recent article titled “Surprising Poll Results: People Are Now Happy to Pick Up the Phone”  by the New York Times corroborates this phenomenon and attempts to explain why phone surveys are generating more responses – and longer conversations – today.

Buyers are willing to talk if you show compassion and demonstrate you are going to be helpful – and respectful – in today’s transformed environment. People are understanding and engaged if you have your act together. When you actually listen to their spoken­­­ (and unspoken) words and respond with empathy and warmth, they begin to candidly reveal pain points they need help with. Our longer conversations for Activate’s sales-ready products are now averaging more than 14 minutes, and we’ve found that investing more time on calls yields benefits: Buyers will go out of their way and reveal more if they know you are listening to them.

BDR follow-up Best Practices Today:

If a caller comes off as too pushy, salesy or product-pitchy, and makes too many phone calls in a short timeframe, they are immediately shut off and the potential for a successful and lasting business relationship is lost. Infuse compassion in your conversation, stay centered on solving their pain points, seek permission every step of the way, and you pave the path to earning trust and building strong long-term relationships.

Which technologies are Buyers planning to purchase?

As you would imagine, demand is very high for technologies that securely enable remote access and conferencing-collaboration from home. We conducted a detailed, phone-based survey April 6-13 to get the truest and most up-to-date sense of what IT buyers are thinking. With results still coming in, we are getting a sense of where budgets are shifting.

In our live conversations with IT buyers, decision-makers and influencers, early metrics show that when it comes to tech purchases, buyers are looking to boost investment in end-user devices first, followed by purchases around private-hybrid cloud and data protection. Companies know their very survival may depend on their workers’ ability to work from home and stay productive, so it is no surprise that demand is high for desktops, notebooks and workforce accessories. Buyers also report that companies want the advantages of cloud technologies to optimize those devices, while ensuring that they have sufficient security to safeguard critical data.

BDR follow-up Best Practices Today:

Probe around the data and intelligence provided by buyers about what technologies are top of mind. Get a sense of where a buyer’s struggle is and offer to help with solutions that directly address that buyer’s needs. Buyers are looking to purchase immediately if you can convince them you have the best solution, fast delivery and a frictionless buying process.

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Now is a good time to build new relationships rooted in trust and respect. IT buyers have a dire need to meet their organizational objectives in a new environment. Deliver content and solutions that help them, be compassionate in your tone and approach, and you have the opportunity to create mutually rewarding relationships, now and for the long term.