Services Are Valued, Not Described
The key to selling technology services is to demonstrate the value of the service. Determining the value of service isn’t new but monetizing that value is.
The US technology market is generally a Product Marketing society struggling with how to market the value of services. Why? Because products are much easier to describe than service value to non-technical buyers, who make up over 90% of the SMB technology market.
Product Marketing is concerned with product distinction through describing and explaining the product. Where Service Marketing is focused on service quality and the value of the service.
Non-technical buyers make up over 90% of the SMB technology market segment. Due to their smaller revenue and CapEx limitations, most SMB companies are non-technical buyers and don’t understand the strategic value of technology; they lack technical executive wherewithal, technical expertise, and a specified budget over time. Add in that services are invisible, intangible and abstract, it makes selling technology services to over 90% of the market a real challenge for technology service companies.
But if you are describing and explaining your service as a product to sell them, you are rendering your service valueless to the non-technical buyer and fighting a losing battle, because services are valued, not described. Non-technical buyers don’t understand how technology works but rather ask “how will technology improve my business to grow or profit?”
The secret to selling services is the value of the service itself! Monetizing your value proposition (MVP) for your service for your non-technical buyers is the key to selling more services and acquiring more customers naturally.
Put your MVP first and your products and services descriptions second. It’s easy. It’s obvious. It’s interesting. And, it works!
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“Nothing happens until a sale is made.” Thomas Watson, Sr., President of IBM from 1914 to 1956, coined this expression. He knew what he was talking about. Selling technology in the first half of the twentieth century, before the moon landing in 1969, was not an easy sale to make. Companies then, like many still today, did not understand the transformational power of technology to reshape industry and company fortunes.
What is a “sale” and how is it made? A sale is made when a buyer and seller agree to exchange values. The customer’s value is revenue, but what is your value to the customer? It’s not your price.
New sales are the lifeblood of every business, but not every business knows that yet. Without predictable new sales year over year, no matter how well intended a company’s mission or goals, the company will suffer with limited growth. New sales breathe life into all other company possibilities.
How to attract new customers year over year is the seminal question every business must solve first if it wants to maximize its value proposition and reach its potential.
Technology companies must monetize their value proposition to make more business. A company’s value proposition is the monetized value of its service or product to the customer - “your value.” If you don’t know the monetized value of your value proposition to your prospect, neither does he.
Sales are the problem, sales are the answer, sales are the point. Monetize your value proposition to make more sales and grow your business at scale.
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