How to Get CEOs to Love You,
Your Technology and
Get Your Contracts Signed Faster!
Article Contributed by Oreste "Rusty" D'Aversa, President
SELL More Technology NOW!
www.SELLMoreTechnologyNOW.com
Business Issues versus Technical Issues
Having asked the question to CEOs/Presidents, “What are the most important issues when making an investment in technology based products and services?” Their answers had nothing to do with the technology itself but rather the business problems they solve. People who run companies are concerned with how your technology based product or service can: save them money, make them money, increase company productivity, do things quicker – faster – smarter, is user friendly so that the employees will use it and if there is a problem know they can get their problem solved in a quick, efficient and courteous manner.
Very few senior management individuals will not know the difference between a firewall and a “hole on the wall” nor are they paid to do so. Senior executives are concerned with Profit and Loss type business issues. When a technology based sales person meets with a prospective company and starts discussing how “128 bit WEP Security needs to be used in your WAN” you might as well be speaking a foreign language. While this is an important Technical Issue it is not a business issue that most senior management will understand. Now take that same statement and say “the importance of using 128 bit WEP Security in your Wide Area Network it protects your company from financial exposure and liability from hackers and other bad people.” Now senior management clearly understands that if they do not deploy this type of technology the company is at risk. Senior management is in the business of Risk Management – how can they manage or mitigate business risk to their organization.
It is critical when speaking to senior management that you talk in terms of Business Issues and discuss only Technical Issues when and if warranted. You will find that Technical Issues tend to be discussed with department or divisional management and Business Issues tend to be discussed with senior management. While this may not always be the case is it true more times than not.
Understanding the difference between Business Issues and Technical Issues will give you the advantage over your competition. Many a deal has been lost because the sales person was focusing more on the technical issues rather than the business issues. Technology is a business tool for companies to work more efficiently and effectively, it must reduce costs and increase productivity or it is not a good investment. Simply put, companies are in business to make money. Your technology based product or service must have answers to these issues.
Oreste "Rusty" D'Aversa has more than 20 years experience in technology-based sales. He is a speaker, consultant, author, university lecturer and advisor to senior management providing strategic sales planning, consulting and training services to technology based: corporations, small to medium sized businesses, entrepreneurs, sales people and consultants. He is author of the book, SELL More Technology NOW! Proven Sales Methods and Established Practices that Deliver Results. He can be reached at 201-727-9368 or email [email protected] Visit www.SELLMoreTechnologyNOW.com for more information.
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