Posters
Did you ever notice that the BigCo ERP vendors put a lot of posters in airports? They must have a lot of money to burn. Could it be your money?
Putting posters in airports is extremely inefficient. The vast majority of people who see the posters are never, ever going to buy ERP software. The BigCo vendors are paying a lot of money to reach people who will never become customers.
So why do they do it? One started it and the others feel compelled to respond. That just reinforces our contention that they’re more intent on beating each other than in serving you.
How do we do it? We know the industries where we have a competitive advantage. Then we profile the types of companies in those industries that most closely match our solutions. Then we buy data on companies that match the profiles. We’re building a database with about 175,000 companies in it. That’s our target market. (Seems like a good size market to us). Then we do some statistical analysis to predict which companies are most likely to buy. Then we call them. We write them. We send them things. We knock on their doors. It’s very direct and very efficient.
So what do we do with the money we don’t put into airport posters? We plow it back into R&D, services, and training. Somehow that just seems like a better investment.
If you’re considering an ERP purchase, ask yourself a question. Would you rather buy from a company that spends its money on posters or a company that spends its money on you?
As its name implies, The Lawson Opinionizer offers opinions. We believe we've got our facts straight but we don't guarantee it. A new Opinionizer appears every Monday. If you have an opinion, send an e-mail to Opinionizer@lawson.com
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