Are you selling technology or results?
May 15th, 2009 - Posted in Strategy, Technology Trends by Tim Freestone
Tell a prospect that he needs virtualization, and he’ll ask why. Ask him how he plans to cut costs and increase IT operational efficiency, however, and he’ll invite your ideas. IT manufacturers and resellers spend far too much time pitching systems, and not nearly enough time understanding their clients’ businesses. The latter is what leads to near-term sales and long-term relationships … not to mention referenceable projects and referrals.
Don’t think about selling technology – that’s what your competitors do. Instead, become a true “solution provider.” Take a consultative approach through the sales process. Work with your clients to understand the business problems they face, and you’ll have the opportunity to develop and implement technology solutions that solve problems inside and outside the datacenter. The key is to get as specific as possible and show how the pain can be alleviated in a manner that improves the business operation while reducing costs or increasing revenue.
For more than a decade, the IT industry has been obsessed with the concept of “first to market.” I remember the late 1990s, in particular, where a company that wasn’t first to move was believed destined to follow, as early entrants would seize market share quickly, gain an edge on the upgrade path and block anyone with similar hopes from ever realizing them. The advantage that comes with being first isn’t as widely recognized as it was 10 years ago, but it nonetheless persists, if only in a diluted form.
