The topic keeps repeating.. yet it is important. Software selling mistakes again..one software company was talking to us on specific exposure mechanism for the HRMS product vertical. He had a concern, his product was too good to resist, he is sure of converting every lead which comes by, but how to get the attention of buyers. With the market flooded with similar products, what will make his product stand out of the crowd in the first instance? On iPOTT itself we have around 33 HRMS products..
I felt the answer was very simple. The answer is in the question “so what’s the differentiating factor?” The differentiating factor is not those 4 lines stated on your product brochure. The differentiating factor must be in every aspect of exposure effort. I will list out a few of the critical factors which act as differentiators. You are welcome to add to it or totally disagree.
How do you expect your buyer to consider your product to be out of the crowd if your erp application is called ERP Software? It is surprising to see how products & product logo are neglected. While 100’s and 1000’s of man hours & money are spent on product development, companies fail to spend time and money on a well designed logo or well thought name. When this is the situation I can hardly talk about branding. It is a fact that only 5% of the software names/ logo’s are trademarked. Trademark can bring in trust. A trademarked logo or name will ensure sustainability.
Another ignored area is the website. I am not talking about the companies without websites (12% of promoters on iPOTT do not have websites) It is about companies with websites and what they convey. This is the first gateway to display all the factors which actually grab the buyer’s attention. This is the entry point for your visibility. I can count on my fingers, websites which are designed for the purpose of ‘attention generation’.
In reality all these points mentioned above should help you gather attention, generate interest about your product and also instill a desire to check for more information.
After this, what remains is for you to generate compulsion and action towards product procurement.