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Selling Technology In Today's Business World
In the marketing world of today, what you sell matters less and less, its becoming more and more about how you sell. The technology itself is not all that valuable to the companies that sell it any more, the value is in their approach to selling.
In order to keep up with these market changes, everyone in your organisation must adapt their sales pitches to involve more than simply what is inherent in the product, and must show customers the value that you can provide that cant be found anywhere else.
Although companies can often see that customer buying patterns are changing, the often fail to adapt accordingly. Lots of organisations don't understand how drastic these changes actually are, or that they are not necessarily setting a trend and can very easily change.
Businesses that are aware of these changes will fall into some common traps. One of which being when you are able to speak to a prospective customer and you know your time with the prospect will be short, you spew out as many features of your company's solution as you can in the minute or two that you have the prospect on the phone.
The face to face approach feels more personal but you may still find yourself cramming in as many of the products capabilities and features as you can as your time will still be limited. Sometimes customers buy products based on their superiority to competitors and previous products, but most of the time, customers buy based on price and ease of acquisition.
However, research has shown that these sales have almost no correlation with technological advancements or how products differentiate from each other, but are mostly based on price and how easily they can get hold of the product on the whole.
While many company directors believe that newer technology that's full of clever new functions can distinguish their company from competitors, it is a sad fact that consumers barely differentiate between suppliers of similar products, as far as they're concerned they all do more or less the same thing, and so price is a key factor.
The main thing to remember is to try and do more than just reel off a sales pitch about what is inherent in the product and deliver better, more measurable outcomes for customers to try to fundamentally change the buyer/seller interaction. Those who adopt this approach will be presented with a fertile and virtually untapped marketplace as most technology businesses are still selling information not insight.
About the Author Terry Forsey is a technology sales and marketing coach with many years of experience in all economic climates. Terry Forsey can offer extremely valuable, impartial sales advice to steer your business through hard times to the light at the end of the tunnel.
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