B-Side Marketing ProjectVol. 8: B-side C.A. Micro Study: Technology
Canadian SBOs having trust issuesThe frenetic paces of Canadian Small Business Owners (SBO) is causing some trust issues when it comes to researching and buying technology. Our technology micro study tries to catch up with this passionate target to get a better idea of how tech brands can learn their confidence.
Canadian SBOs know keeping pace with their competition means keeping pace with technology trends first. But they also know they can't do it alone. So who do they turn to? The people and resources they trust.
82% of SBOs say they are at least moderately familiar with new technologies.
SBOs turn to resources they trust to inform them of new tech solutions.
- 68% peers
- 49.5% Industry experts / leaders
- 45.6% Employees
- 40.8% Search engines
- 39.8% Televisions news / business channels
- 37.9% Business websites
Even during the evaluation period, SBOs put their faith in the individuals and resources they believe have their best interests in mind. And they want to work with partners who have proven themselves to be a benefit to businesses.
What are the best methods of evaluating products / services?
- 77.7% Research online
- 54.5% Ask colleagues / peers
- 46.6% Test product
Which is more influential, online content or sales reps?
- 61.1% Online
- 23.3% Equal
- 7.8% Neither
- 7.7% Sales reps
What are the top issues of evaluating technology?
- 50.5% Too many similar products / services
- 36.9% Pushy sales tactics
- 35.9% Can't find what I'm looking for
What are SBOs looking for?
- Products / services
- 1st Quality
- 2nd Price
- 3rd ROI
- Brands / companies
- 1st Best Value
- 2nd Proven results
- 3rd Clear benefits to me
Canadian SBOs are making technology decisions at record pace. Fewer brands are being considered, and the window for decisions is tighter than ever. It's likely due to the fact that they've relied on trusted resources, and feel confident in making a choice.
- 82.5% of SBOs only consider 2-3 brands.
- 52% of SBOs make a decision within 2 weeks.
The best way for technology brands to earn the trust of Canadian SBOs is to ease up on the sales push and focus on digital efforts that communicate a clearer, benefit-oriented message to show SBOs you're a brand they can count on.