A good product with a confusing explanation loses deals to simpler rivals.
Customers who do not understand what you sell are telling you the explanation is failing the business. You hear it in the questions that come back after a demonstration, in prospects who describe you as something you are not and in the silence after a pitch nobody could repeat to a colleague.
It is worth telling apart from a demand problem, because the two look the same on a pipeline report. With a demand problem, people who understand the offer do not want it. With a comprehension problem, people who would want it never get far enough to find out, and technical businesses suffer from this far more often.
Dan Ilett leads The Proposition and chairs the City CIO Club, an invitation-only peer network for senior technology leaders in the City of London. He was commercial transformation director at a FTSE technology business and, as a journalist, wrote for the Financial Times and the Daily Telegraph. The Proposition works with B2B companies in the UK, Europe, the US, the Middle East and Asia Pacific from its base in London, and customer interviews are held wherever your buyers are. If this reads like your business, start with a conversation about what is happening in your pipeline. You can book a meeting directly or use the contact page and Dan will come back to you.
Tell us what you sell, who you sell it to and what is coming up. We will come back within a working day.
You can also book a meeting directly or email hello@theproposition.co.