In this Internet-enabled age buyers often know as much as we do about what we’re selling. They’ve usually done their homework, researched the alternatives, and – most importantly – asked their peer group what their experiences of the alternatives are.

Gone are the days when we knew more than them and we could act like masons, jealously guarding our information and secrets. Customers now are used to self-serve and the most savvy companies are making it possible for buyers to buy their stuff with no or a light touch. After all, why step in front of a moving train? Why increase the cost of acquisition when they’re in buy mode?

Imagine how frustrating it must be, then, for B2B buyers of complex software systems who can’t demo your software on their own, without your intervention? What signal does it send to the buyer if it’s hard or impossible to try your software for themselves:

  • I’ll think your system is too expensive
  • I’ll not see the value unless you explain it to me
  • It’s too hard to use, too hard to navigate
  • It doesn’t look good
  • It’s clunky
  • It falls over

The list goes on…

The challenge for the purveyor of complex, comprehensive B2B software is to simplify it without compromising on power. The challenge for the purveyor of poor B2B software is to fix it before you’re no longer the best of a bad lot.

The provider’s response might be that they can’t sell to a buyer unless they understand the seller’s requirements and how the system can help them address those requirements better than anything else. This shouldn’t stop the provider using content, guiding the buyer to that conclusion and packaging a bunch demos of their software to back up each argument.

Low touch is the pathway to no touch.