So, I recently asked the twittersphere for recommendations for a contact management app for professional offices and solopreneurs. A bunch of different options were repeated often enough for me to check them out. And, 37 Signals’ HighriseHQ and NetSuite CRM were among that group
The first thing I did was go to each website to learn more. And, without even diving into the details of the apps, I was taken aback by a very impactful difference in the marketing sequence that immediately said one vendor gets it and the other doesn’t.
Here’s what I saw when I clicked over to the HighriseHQ website:
There were a series of short instructional videos on a singe page that did a great job of walking me through the major features of the app. Within minutes, I got all the information I needed about the product.
Next, I clicked over to the NetSuite CRM homepage and here’s what I found:
Ugh! No details, no demo videos, no tours…unless you’re willing to pay them by giving them something of value, my e-mail address, for the privilege of hearing their pitch and getting a trial that requires you to enter a bunch of information on the next page, BEFORE being given access to anything.
Yeah, I get why they’re doing it. They’re trying to build their list.
It’s one thing when you’re talking about a highly individualized, high-ticket service that would make personal interaction during the sales process far more critical, even value-added, for both people. But, grabbing info, so you can squeeze prospects by phone or e-mail because you’re not confident that your presentation will deliver enough value on a commodity-based product = not cool.
It’s like the web version of the old “pay to receive my catalogue” scam.
Attention Companies: CONTACT INFORMATION IS CURRENCY!
You can’t do this and expect to keep winning when you are going head to head with a number of competitors (also SugarCRM and ZohoCRM) with very good products who don’t play those same games. Especially, when your solution is priced above the savvy competitor with a far better, free, value-added, non-confrontational, completely ungated sales process.
Note to everyone who wants my business and my money…
Don’t make me pay to hear your pitch.
So, what do YOU think?
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