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This is one of the few areas where us entrepreneurs can learn from enterprise. You never see large software companies talking about their technology; they sell

by eykanal 14y ago

This is one of the few areas where us entrepreneurs can learn from enterprise. You never see large software companies talking about their technology; they sell "solutions". They've learned over the years that the customers don't give a rat's left buttock how it gets done, so long as it gets done well. The good ones know that they're not selling technology, they're selling a solution to a problem you have.

Angostura 14y ago
For a certain class of customer you are absolutely right. There is another class of customer who get enraged when you bang on about bloody solutions. They know what they want - a hammer, and having a salesman blather on about the company's wide range of percussive nail-driving implements for your particular vertical' will irritate them.
- tnorthcutt 14y ago
  Keep in mind that hammers are a commodity, though.
- pbiggar 14y ago
  Well yes: know your audience. Only bad salesmen blather on about the wrong thing to the wrong person, whether it's low level technology to the enterprise CIO, or "solutions" to the startup founder.
- Swannie 14y ago
  You're still talking about hammers. Yes, there are a class of customer that will get annoyed because you identified they have a lot of nails to hammer, they don't like cheap hammers, they don't like to replace them every year, and they don't like how some hammers leave a nasty mark (cheap paint, etc.). So the sales person tries to sell 5 nail guns, with 3 year 24hr replacement warranty, and foreseeing your objections, offers a "train the safety officer" course. "Dude, we just need some high quality hammers that will last 5 years".
mturmon 14y ago
You have a point. I do technology research, and the analogy there to "solution" is "capability" -- what "capability" does your tech offer? Are there other ways to achieve this or not? Is this a required or just a desired capability for the mission/device? Like "solution", "capability" keeps the focus off "how does it work" and on "what problem are you solving". Vocabulary and habits of thought that remind us of the big picture can be helpful.

by eykanal 14y ago

Angostura 14y ago

For a certain class of customer you are absolutely right. There is another class of customer who get enraged when you bang on about bloody solutions. They know what they want - a hammer, and having a salesman blather on about the company's wide range of percussive nail-driving implements for your particular vertical' will irritate them.

tnorthcutt 14y ago
Keep in mind that hammers are a commodity, though.
pbiggar 14y ago
Well yes: know your audience. Only bad salesmen blather on about the wrong thing to the wrong person, whether it's low level technology to the enterprise CIO, or "solutions" to the startup founder.
Swannie 14y ago
You're still talking about hammers. Yes, there are a class of customer that will get annoyed because you identified they have a lot of nails to hammer, they don't like cheap hammers, they don't like to replace them every year, and they don't like how some hammers leave a nasty mark (cheap paint, etc.). So the sales person tries to sell 5 nail guns, with 3 year 24hr replacement warranty, and foreseeing your objections, offers a "train the safety officer" course. "Dude, we just need some high quality hammers that will last 5 years".

mturmon 14y ago

You have a point. I do technology research, and the analogy there to "solution" is "capability" -- what "capability" does your tech offer? Are there other ways to achieve this or not? Is this a required or just a desired capability for the mission/device? Like "solution", "capability" keeps the focus off "how does it work" and on "what problem are you solving". Vocabulary and habits of thought that remind us of the big picture can be helpful.