Prospects are becoming more discerning about what they want from a supplier. Frequently prospects have carried out significant research before they choose to do business. Software businesses that educate and help prospects to make an informed decision about their purchase are more likely to win the sale.
If software businesses can establish “proof” via supplying prospects with white papers, case studies, industry news and topical newsletters as and when they want the information, businesses can position themselves as a credible supplier (See our whitepaper Boost your Sales with Seven Valuable Contacts for further information).
Using the lead nurturing approach this information can be offered at the appropriate time in the buying cycle and give the impression that the prospect is in control of the process i.e. pulling the information. For more information on lead nurturing for the smaller software business click here.