What kind of (event software) shopper are you?

Published on March 9, 2012 by Michelle Harman in Exhibition Sales, Strategy

There are typically two types of shoppers: Those that shop for features…and those that shop for benefits.

FEATURE SHOPPERS

Will create a list of very long, detailed list of specific features and functionality they want
Dissect each feature down to the smallest detail during a demonstration
May already have custom or in-house software for event management, AMS, Registration, etc.
Can be resistant to change and will look for a software provider who will match their existing processes
Shop for software based on immediate, short-term needs
Typically will be a hands-on user

BENEFIT SHOPPERS

Will look at the bigger picture and have a short list of goals they want to achieve
Look for the value, time savings and ROI during a demonstration
Prefer to work with experienced software providers with the capability to continuously develop and improve their software, and to grow with industry needs and standards
Are open to changing their internal processes to match best practices for maximum benefit
Seek new ideas and enjoy learning from providers who have experience working with hundreds of other events
Will shop based on future, long-term needs
Typically hold upper level management positions

When you shop for software…it is a good idea to involve both a feature shopper and a benefits shopper in the process. The feature shopper will tend to oversee the technical functionality while the benefits shopper will ensure that the big picture goal and ROI are achieved. Although both type of shoppers are important, when it is time to make a final decision…the greatest weight should be placed with 70% on long-term benefits and 30% on features. This will ensure that goals are reached, ROI is met, and future growth can be achieved.