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There is no question that the decision process for technology-based
solutions is a complicated one. ITSMA research has shown that there are
more people involved in the solutions purchase, that business executives
are more likely to drive the solutions purchase, and that the sales cycle
for solutions is longer than it is for discrete products and services.
Research has also shown how important it is to customers that the value
from their solutions be measurable. In fact, almost all customers are
required to make a business case for and validate the value of a solution
before they receive approval for buying it.
But despite the obvious importance of proving measurable value, it’s
also clear that customers are highly skeptical of providers’ claims,
and they don’t necessarily want to collaborate with solutions providers
to measure or document value delivered.
Packed with insight and direct quotes from customer interviews, this ITSMA
Update provides an overview of the challenges providers face in
measuring and communicating the value of their solutions in a way that
resonates with customers. Further, it outlines three critical steps
that solutions providers can take to show the value of their solutions
and win more business:
- Segment customers based on why and how they measure value.
- Sell the value of working with the company, not just the value of
the solution.
- Shift the discussion from validating the business case
to ongoing business improvement.
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