As IT Buying Evolves, IT Sales Strategies Must Adapt

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A recent Gartner research study shows a shift in the IT buying process; from captive audiences, structured sales appointments with presentations to more of a guided approach.

"Now customers are deciding when and where the sales engagement will actually begin as well as how and where that interaction will take place in more of a pull model,” Hank Barnes, research director at Gartner, writes.

"Creating a strong sales team that can orchestrate technical and industry resources is critical. These teams need to develop methods, both by questioning and through the use of technology, to understand the work buyers have done on their own and add value to that work to guide them toward a successful purchase," said Gartner VP and Analyst Tiffani Bova.

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