The Bottom Line Vine

The ‘if you build it, they will come’ argument has long been prevalent in the technology space.  With few exceptions, this model has proven to be completely unsuccessful; however, most company’s emphasis lies in building a better technology, not building a better sales team/sales channel.

Did your solution build itself?  Without building market awareness, do you have a pipeline of opportunities to sell your tool to?  Who is closing the deals?

Buyers have a finite budget to address a need or to solve a problem.  Sales/Marketing needs to exist to help (a) create awareness, (b) educate, (c) create preference (d) maintain loyalty and (e) make money.

Even if someone locates a company’s product with a Google search, downloads a trial and buys it – Marketing resources was necessary to have the appropriate results following an internet search.

What would the iPhone’s market share be without good marketing and an extensive sales channel?

It is not the best products that win the most business, it is the best marketed and sold products that generate the profits.

Buyers make emotional decisions to buy, then use logic to justify their decisions.  This is why you need a strong sales team.  The buyer knows many products could fill their need.  A good sales team knows how to build trust with the buyer, showing features that benefit the buyer.  Each sale requires this skill.  A win comes when the buyer sees the value to their company (or direct to them).  The sales rep has led the buyer to this conclusion.

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