The reality is that most companies are unprepared (and even unwilling) to deliver on that promise. Consider a recent article in Computerworld about the stereotypical sales styles practiced by technology vendors that ostracize the very prospects they target.
The 6 Most Infuriating Tech Sales Styles
Last month at the RSA Conference in San Francisco I chatted with the Chief Security Officer from a university based in Ohio who explained he spends his time at trade shows ducking vendors. He was there for the peer networking and continuing education courses, and viewed the companies hawking wares as merely a nuisance.
This morning I read about an encryption software firm called Mobile Armor that employed a misleading product comparison matrix in its sales process that implied its product was better than competitors'. Mobile Armor officials declined to comment for the article, yet have acknowledged that a consultant, who no longer works for the company, created the matrix without the knowledge of company executives.
Vendor Assailed for Unfair Marketing
http://www.fcw.com/online/news/152496-1.html
That's because in many instances prospects -- because of a lack of expertise and time - are forced to make uneducated decisions. As a result, vendors are placed in the uncomfortable position of balancing complete honesty in the sales and marketing process with the ability to effectively compete the marketplace.
Do you think I am off base? Has a prospect ever asked if your firm has a particular competency and, to ensure you remain in the running for the business, you overstate your capability? Any sales executive that answers "no" to that question is most likely on the street looking for work.
At Strategic Communications Group (Strategic), our policy is to never misrepresent our clients' capabilities, track record or competitive advantages. Yet, we also position our clients based on the company they are striving to become, rather than what they are today.
Marc Hausman is president and CEO of Strategic Communications Group, a public relations consultancy based in Silver Spring, MD. Read more at: http://www.strategicguy.blogspot.com.