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Monday, 19 November 2007

How To Get Me To Choose Your Competitor

So I've been playing with Salesforce and the applications that can be installed into Salesforce. I've been demo'ing and testing all kinds of apps. I ran into one that I wanted to try. I couldn't just try it. They asked me to fill out a form to get a demo license of some sort.

OK, I filled it out. A day or two went by. I got an email from a sales guy asking me a handful of questions (8 I think there were) about my company and needs. I answered immediately. I waited days.

By the time the guy left me a voice mail, I had already selected another product. How? Because that product let me install a trial version right into Salesforce, right away. So we started using it. When we had a problem, that company supported us immediately. We fell in love with the app, and now we're done.

The sales guy called again on Friday. I told him we chose another app, and I told him why. He was like, "Let me give you my phone number." I said no thanks. I won't choose their company for anything, ever, and why?

Because they treated their product like it was a freaking secret. I had tried 3 other companies' competing products in the time it took them to have a sales guy call me... which is not even what i wanted. I don't want a sales guy. I want a demo account. I jumped through two hoops to get there. Don't make me jump through another in talking to a sales guy. Just let me demo it for myself. It must be one shitty product if they want to make it that hard for you to see it.

So while the sales guy was thinking about me as a lead, planning to call me, and planning to waste my time by continuing to NOT give me the demo account, I tried 3 products. I uninstalled two of them. I'm keeping one of them. And that's how you didn't get my business. You wanted layers and layers of contact in a high-instant-gratification, online platform world.

How hard do you make it for your target audience, who wants your product, to get a taste? How long do you make them wait?

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