Five Things Technology Salesmen Should Never Say to a Buyer

I’ve been a major stakeholder when it comes to purchasing technology for many years. Hardly a month goes by where I don’t meet with or speak to a technology salesman who is interested in moving up in my consideration set. These conversations have increased sharply over the last few years, as technology has become an integral part of improving Interactive Marketing. Other contributing factors to looking at technology solutions are; increased traffic, the migration of consumers to digital channels and the sea of content that web sites have amassed over the years. Simply adding FTE to the org chart (even if you could) just doesn’t cut it any more. Companies are required to automate to gain additional benefit. I’m amazed at the consistency of the sales pitches that come across my desk. Even as the technology has matured, many of the sales techniques have not kept pace.

A word of advice to you sales people out there. Avoid (at all cost) making these statements. It only infuriates your potential client.
  1. It’s only one line of javascript
  2. We’ll have you up and running in a week, probably less
  3. We do all the heavy lifting
  4. We’ve got a robust reporting suite
  5. We’re best in class

So what exactly should one say? Well, that would be giving too much away in this forum. But instead of overselling, try asking questions that will provide clues as to what your firm will need to do to earn the business. Move from selling to problem solving by asking…

  1. What are your typical pain points related to on-boarding technology solutions?
  2. What’s the best way to work with your law department?
  3. Who do we need to work with on your IT team?
  4. How can I assist in developing a meaningful business case?
  5. What’s the typical time line for this kind of project?

Everyone wants to make their quarterly numbers, but pressuring buyers and firms is only mildly effective. After all you came in trying to get the business. So close it, don’t try to slam it in. Oh, I could write a book on this topic.

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