Presentations used by the sales team fail because they do not effectively address the customers’ questions of how our product and service would make them more money or how our product would help eliminate their biggest problem.
Brian Williams, the founder of Perspectivity, was working as an engineer in Silicon Valley at the height of the dot-com bubble. Technical companies were booming and people were becoming millionaires overnight, but not every company experienced such great success. As Brian observed companies being bought out, employees being let go, and excellent products failing to go to market, he knew there was an underlying problem that was not being addressed. He could see it was neither the people nor the technology that were the problem—both were strong, and quickly found a place with former competitors. But it was the inability to sell the technology to other people that led to the demise of these companies. Effective sales messaging was a missing component and that was Brian’s sweet spot as an engineer, technical marketer, and excellent communicator.