Analytics inform, but the gut is what executives rely upon most — even in tech, according to a new study conducted by the FORTUNE Knowledge Group and gyro. While conventional wisdom and the codes of the high-tech world would indicate that “hard” elements, such as cost, quality and efficiency, are more compelling to this audience, new research shows that the opposite is true. When asked to share their feelings about what really drives their purchase decisions, high-tech executives revealed that “soft” factors, including company culture, reputation and level of trust, were what they relied on most to help them make decisions.
In this article, learn why these business leaders are moving to a more innate approach to decision-making, trusting their instinct and relying on “soft” factors to help guide them.
• See the “soft” factors that make all the difference to buyers.
• Hear what decision-makers rate you on first. (Hint: It's not your product.)
• Learn three key steps to relating to buyers on an emotional level.