Selling Technology In Today’s Marketplace
In the current economic climate, selling anything to anyone is a challenge. Technology is one of the most difficult industries as far as generating sales goes.
One of the main reasons for this is that information is so readily available through the Internet that the prospects of today are far more sophisticated buyers than those of a few years ago. Quite often, buyers will know just as much about a solution as the person selling it.
As a result of this, sales pitches in which a salesman lists the functions of a solution, of which the buyer will most likely already be aware, will not move the sales process forward, in fact, if anything it will move it backwards as buyers do not want to hear information that they already know.
Another reason that technology is becoming more and more difficult to sell is that there are many skilled developers and programmers constantly making new solutions and more commonly, replicating other solutions and tweaking them to make them their own.
The reason that this is making the sales process more difficult is that as more and more technology developers replicate software and make it their own, the solutions from different technology companies seem more and more similar to consumers and so they will most likely end up choosing the cheapest one.
What if there was a way to create enough value for the customer that price was no longer the deciding factor? Getting the most for their money -- that's what buyers are after, aren't they? Is it possible that if a seller could actually create real value in the sales process, customers might be less interested in price and more willing to pay a premium?
One thing's for sure, if you're like most companies out there delivering a pitch, day in and day out, based entirely on products and features, you're succeeding in only one thing: driving the customer back to price. So then, how does a technology company differentiate themselves today?
If you want to compete on something other than price, you must focus not on what you sell, but rather on how you sell. Probably more than any other industry, technology is PowerPoint obsessed. And what does PowerPoint do but describe? Are your animations and graphics really that much better than the next persons? In today's marketplace, customer value does not reside in flogging products or services but rather in the manner in which products and services are sold, and the manner in which they are acquired.
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