When it comes right down to it, decision-makers--regardless of job title or where they work--all want the same four things from you:

1. Save me time. I could dig around on the web and learn all about your product area, and make a decision based upon that research. However, I've got other demands on my time that require my specific expertise, so don't burden me with information.

2. Provide the best value.  Don't bother asking me what I want from a vendor.  I want the best product at the lowest price delivered immediately with instantaneous customer service.  Is that so difficult to understand?

3. Make it convenient.  I decide to work with you because you make my life easier.  I want you to take responsibility for a part of my business; your products or services are just the delivery vehicle.

4. Answer your phone. If I call you, answer.  If you can't for a good reason (like you're at your mother's funeral), have another human being take the call.  Make sure it's somebody who will take responsibility for handling my problem.

If the above sounds, well, a bit demanding, it's because decision makers ARE demanding.  They have more choices than ever, so you'd best concentrate on giving them what they want.

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