Rant: The Uninformed Buyer - And what to do about it

Joshua Enders E-Commerce Speaker

Was on a discovery call today with a health care company evaluating e-commerce platforms. We were discussing front-end UI. I was explaining the advantages of an open source framework vs. a legacy WYSIWYG editor. One of their "tech leaders" said "We don't need that."

Huh? Wut? You don't need what?

You don't need full control over the presentation layer. You don't need a modern experience. You don't need speed. You don't need fast page load times. You don't need to be competitive.

And what you think you need is a WYSIWYG editor? For a B2B e-commerce storefront that will generate millions of dollars in revenue annually?

C'mon.

Clients are infamous for having no clue what they really need.  They think they do. But they don't. At least a good portion of them.

The sooner you accept that most buyers don't know how to properly evaluate software, the sooner you see the opportunity in every interaction.

The thing to keep in mind in sales is your buyers will vary greatly in their understanding and knowledge of the technology and domain. It's our job as sales people and service providers to educate them on how to correctly evaluate technology.

Clients are infamous for having no clue what they really need.  The sooner you accept this, the sooner you see the opportunity in every customer interaction.

We're the experts. We eat and breathe our technology everyday. We consume the content about our space. We're the one's up to midnight reading analyst reports and watching YouTube videos. You can safely bet most the your prospective buyers aren't.

Teach them how to buy.