Have you met the Hidden IT buyer? We\u2019re not talking about the CIO or CTO that cloud resellers usually deal with. There are other employees out there who are buying their own software applications without even consulting the IT department. People like the VP of Sales, the Director of Finance or even the Human Resources Manager.<\/p>\n
Have you ever thought about targeting these buyers the next time you make a sales presentation? Well, you should. This is an emerging market and it\u2019s a great opportunity for a Managed Service Provider (MSP) like you to start pulling in more revenue.<\/p>\n
Gone are the days when companies relied on their IT departments to purchase all their hardware and software. Today\u2019s workers are carrying out many of their tasks on their personal devices and more business departments are starting to sidestep IT when it comes to buying technology. In fact, a recent survey by the CDW Digital Workspace Solutions Report found that 41 percent of digital workspace solutions<\/a> were being selected by departments outside of IT.<\/p>\n <\/p>\n <\/p>\n These buyers are known as Line of Business Executives<\/em> and they\u2019re changing the way organizations purchase technology. As we mentioned earlier, companies used to rely on traditional boxed software that was bought, provisioned and deployed by the IT department. The IT department had complete control over the company\u2019s technology because they were the only ones who knew how it worked. They decided how much money would be spent on IT each year and any investment they made was considered as a capital expense. Since the IT department operated independently, no one could track its annual spending and revenue. For example, the HR department wouldn\u2019t know how much was being spent on its software every year because IT was controlling the purse strings.<\/p>\n Flash forward a few years and the rules have changed. Employees don\u2019t need the IT department\u2019s help any more because they can sign up and provision software applications on the internet that are hosted in the cloud. Each department has its own IT budget and there are no big upfront expenses to worry about. Unlike traditional boxed IT, cloud software is sold by monthly subscription. This means yesterday\u2019s capital expense is now an operating expense that is easier on the company\u2019s budget.<\/p>\n Competition in the marketplace is fierce and each department is being called upon to contribute to the company\u2019s core business objectives and drive new revenue.<\/p><\/blockquote>\n So, what\u2019s motivating these Hidden IT buyers? Competition in the marketplace is fierce and each department is being called upon to contribute to the company\u2019s core business objectives and drive new revenue. These buyers have to become more efficient, attract new customers and improve the customer experience. And they have to find a way to do it that is both faster and easier on the company\u2019s budget.<\/p>\n It\u2019s time for you to step up to the plate and adapt to this new market. In most cases, these new IT buyers don\u2019t know anything about an MSP and how you can help them purchase and manage their IT products. You\u2019ll have to develop a new go-to-market model that includes updated offerings, pricing, delivery and post-sales support. Find out what each department\u2019s software needs are and make this the focus of your presentation. And stay away from technical talk. These are business people. Speak to them in a language they\u2019ll understand.<\/p>\n Before you start building your sales strategy, here are a few things you should know about the Hidden IT buyer:<\/p>\n If you want to attract the Hidden IT Buyer, you\u2019ll have to ask the right questions and show them that you understand their pain:<\/p>\n And make sure you don\u2019t ignore the IT department. Find out more about the company\u2019s IT needs and how the business structure actually works. Offer to support the IT department with services they don\u2019t provide. You\u2019ll make them look better and increase your revenue in the process.<\/p>\n Become a certified partner for specific Software-as-a-Service vendors so you can be included in industry directories, such as HubSpot, Salesforce and BambooHR.<\/p><\/blockquote>\n Remember, not all Hidden IT Buyers have an in-house department that handles their technology needs. If you want to reach these people, you\u2019ll have to fine-tune your messaging to address their problems. And you\u2019ll need valid solutions. This is a new market for you and you\u2019re probably wondering where to start. Go to a few industry conferences that are related to their specific line of work. Offer to speak or even set up a booth so you can meet these people face-to-face. Become a certified partner for specific Software-as-a-Service vendors so you can be included in industry directories, such as HubSpot, Salesforce and BambooHR. It will take some effort, but it will pay off. Your long-term success will be built on the relationships you make with these new buyers. Developing these ties now and maintaining them in the long run will bring you more rewards and repeat business. And who can refuse an opportunity like that?<\/p>\nLearn how to sell hapiness to your customers with our 4 Ways to Make Your Customers Happy Guide<\/a><\/h3>\n
Meet the line of business executive<\/h2>\n
Staying ahead of the competition<\/strong><\/h2>\n
What you should know<\/strong><\/h2>\n
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Ask the right questions<\/strong><\/h2>\n
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Provide valid solutions to satisfy every IT buyer<\/strong><\/h2>\n