By Brian Muys, Vice President, Strategic Communications Group, Inc. (Published October 25, 2004)

Technology companies face product and solution development challenges every day. But the challenges don’t stop at the development stage. Most technology companies assume that once an offering is brought to market, the hard part is over. Nothing could be farther from the truth. The fact is, no matter how good your product or service, it won’t sell itself.

As a result, your biggest challenge as a technology solutions provider, aside from R&D, is positioning your offering to target audiences in a compelling and concise manner. As simple as it may seem, there are numerous sales pitfalls that can trap companies into making misguided marketing assumptions.

1. Techno-speak

Don’t assume everyone speaks your language. At a time when technology service pitches bombard prospective customers from every direction, you can’t risk becoming lost in the clutter. Make a point to simplify your messaging so it is easily understood. Customers don’t want buzz words; they want to be able to distinguish what they need from the latest come-on.

2. Failure to Validate

If you can’t explain what your solution does and its associated benefits in a few sentences, you should re-think your messaging – or people won’t buy it. Sure, your solution is the best thing since sliced bread, but if others can’t see that right off the bat, forget the sale. Remember that you are not the only one trying to sell them a technology solution; you need to demonstrate quickly and concisely how your solution will ease their pains of doing business.

3. Who is My Audience?

Your biggest mistake is to assume that everyone wants or needs your solution. No matter how good your solution, it’s not for everyone. To rise above the noise, deliver messages to the market that will resonate with your target audiences. That means clearly relating your solution to a specific benefit recognized and sought by both current and prospective clients.

4. Failure to Differentiate

Again, the common theme here is standing out from the crowd. But many companies continue to associate themselves with their competition. This is effective for validating your business model, but not so good when you want to position your offering against others. Clearly demonstrate – if not quantify - how and why your solution is different (i.e., technology, cost savings, usability, etc.).

5. Going It Alone

Stick to what you know. If your strengths are R&D, seek outside communications expertise to assist you in going to market. The majority of products and solutions don’t fail because they don’t do what they claim; they fail due to poor messaging. You surround yourself with seasoned IT professionals during the R&D phase; don’t cut corners when it comes time to take your solution to the customer.

6. Failure to Define ROI

Money talks. Don’t get caught up in your product’s features and benefits without also clearly explaining its return on investment potential. Your solution may cost more than your competitor’s out of the box, but if it can save customers money over the long-term, make that known. You can’t always expect prospects to put two and two together – spell out everything.

Don’t let these pitfalls needlessly derail your promotion efforts. Identify these issues up-front to ensure a sales path of least resistance to new prospects. But don’t forget about your existing clients in the process. Make a point to also regularly communicate with these customers to ensure they are educated on all your services, so you can generate new sales even as you build your prospect list.

Brian Muys is vice president of Strategic Communications Group, Inc., a nationally recognized, award-winning public relations firm that provides integrated communications and business development services to help its clients increase sales, profitability, and corporate and product valuation. Contact Brian at bmuys@gotostrategic.com or at 301-408-4500.

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