How rational is your (potential) client?

The IT world is a rational, mostly B2B oriented world. Technology has the upper hand in this, with features and descriptions of how the technology works. And of course, the characteristics and advantages these technological solutions have. The power of digital technology has made the sector great, but honestly, the sector is still embryonic.

This also applies to marketing and sales within the IT sector. Many IT companies keep pushing the value of their technology. The bits and bytes literally fly around. This is all aimed at what we at Force21 call the conscious buyer (rational). The buyer who knows what the technology means and knows how competent or incompetent he is.

Influencing the conscious potential buyer is something we can all do. Someone who is looking for the most modern workplace, the fastest lines, the most flexible computing capacity, most processors and so on, can be found quickly. We estimate that 90% of the websites of IT providers are aimed at this rational buyer.

But what about the unconscious and incompetent buyer? What about influencing the unconscious buyer? That person, like you and I, has formed its opinion in milliseconds. Long before we are consciously aware that we have this rational opinion. Nearly like there is another human in play within you?

How do you influence that? How does that subconscious brain work with your (potential) contacts? The basis of this lies in the functioning and structure of our brains. As a rational thinking person in IT, you can ask yourself what you may gain from this. Why is it important to know?

I want to turn it around, by ignoring how your new and existing relationships unconsciously make choices and preferences are formed, you can make huge blunders in marketing and sales. An example? Let’s take pricing. This price: € 100.00, literally hurts a lot more in our brains than this one: 99 euros.

Oh yes, and actually I should have written that there are as many as 1,000 examples and more. Strangely enough, your brain then thinks that the 99 euros (or € 100.00? ) are not that bad.

Want to know more? Download our whitepaper: Influencing subconsciously in Marketing & Sales.