It’s not you, it’s devs

Maybe you’ve experienced something like this at your own company, where somehow along the journey we've decided to treat buyers and devs like mice in a maze, where you want to see a demo, and before you know it, you have to wait two to three weeks just so you can see the product.

Your buyers have now lost urgency. They’ve maybe found someone else who‘s engaged them on solving their problem faster, and at the end of the day, you probably lose out on that sell.

Trust Radius released a study in 2022 called the B2B Buying Disconnect. And what they found was that 81% of people want transparent pricing, 70% want free demos or trials, and 40% say if they have to contact sales, they’re less likely to buy from a vendor.

When marketing to devs, they can sniff out any kind of sales-y-ness, so you don't want to ultimately burn the bridge, you don't want them to be done, and you don't want to turn them off. You really want to be able to build trust.

All of this is to say that it's not you, it's devs. Devs are super busy, they have time constraints, and they're usually looking for something in the moment. They don't really have time to engage with the sales rep, and they may feel that talking to sales is taking away from their time when they could be working on a more important task.

Devs have a preference for self-serve; they want to find the information, they want to go figure it out, and they don't want to have to engage with sales.

And lastly, they want to be able to get the information that they need in order to go and figure out things right.

For these reasons, you can see how providing devs with the information and support they need to make decisions without having to engage with sales is super important when it comes to actually building that trust.