We’ve already covered how important it is to educate the customer in multiple ways, but it’s important to realize that it can take more time than expected for customers to process that information. Second, technology is typically a big investment that requires more deliberation. It may not be difficult to convince a law firm that security is essential, but it will likely take time to move them to a sale. Give your campaign enough time to nurture them through the consideration phase. Send follow-up emails with incentives and special offers. A big sales opportunity for an expensive product is worth the wait.
If you are prescriptive, persistent, personalized and patient, you can help remove the confusion, indecision, and complexity often associated with selling highly technical products.