by K. Todd Storch
Yes, I’m being a little goofy with the title, but work with me.
It doesn’t matter if you’ve seen the movie to understand the point. For those of you that have seen the movie, you probably remember Napoleon’s older brother Kip.
Do you remember the song he sang at the wedding? Let me help you out if it has been a while and if this sticks in your head, my apologies:
Yes I love technology
But not as much as you, you see
But I still love technology
Always and forever
I get the opportunity to work with a whole lot of talented people around the country in all kinds of media. One thing that is on everyone’s mind is technology…wrapped up in words like:
…insert new, shiny technology here.
Do you love technology? I know I do! I’m a total geek about this stuff! But when it comes to the job of selling, who do you love?
If you are in love with the technology, the new fancy “thing”, you are only making it harder on yourself. Your best prospects and your client’s don’t want your technology.
They want your experience.
They want your ears.
They want your advice.
They want your ideas.
They want your audience to act.
They want your blood, sweat and tears to help them solve their marketing challenges.
They want your solutions.
Are you in the business of Communicating Value, or Creating Value? Bringing in a package of the latest, greatest, shiniest, fanciest, faster, better, stronger, quicker, bigger, cheaper technology, only communicates value. May be it sounds like this…’Hi Mr./Mrs. Prospect, I’d love to show how my station’s/company’s/publication’s/etc new podcasting/streaming/website/shiny toy can help you and your business!’.
Who cares? I know you deeply care as does your sales manager and your company. These technology solutions are investments and there needs to be a return on that investment. However, your prospect/clients don’t care about your ROI on that investment. They care about their ROI. Their challenges. Their payroll. Their bottom line.
We have to create value: Be a resource and conduct a great client needs analysis. Find out what their real challenges are. Determine what success is going to look like. Set expectations. Then, put together a custom solution that just might include some a great new technology product that you have. Make your entire presentation based on how it solves their needs and why they can’t live without your entire plan. Taking away any element of your plan would take away a part of the true solution.
Now, get out there and create some great value with your clients. Include all of the great technology that is at your disposal, when it makes sense for your client.
To use Kip’s words, you can “love technology, but not as much as you, you see”. We we need to be in love with solving our client’s solutions.
K. Todd Storch is VP/Senior Consultant at The Center for Sales Strategy, a full service, consulting company dedicated to helping organizations develop salesmangement, salespeople, and sales. You can reach Todd and find out more about him and CSS at: