Advice to Tech Companies: 10 Ways to Sell to Me
Sean and his colleagues were ready, willing, and able prospects, eager to hear what the technology company had to say. That is, until the CEO opened his mouth.
Sean and his colleagues were ready, willing, and able prospects, eager to hear what the technology company had to say. That is, until the CEO opened his mouth.
A couple of weeks ago, yet another technology company came in to sell my agency on its hot new product. One of our clients was interested in the company, and our preliminary glance at its technology had whetted our appetite for its services. We were ready, willing, and able prospects, eager to hear what they had to say.
That is, until the CEO opened his mouth.
“We don’t consider ourselves to be a technology company,” he told us via conference call (he was landing a big contract elsewhere and couldn’t make the meeting in person). “We consider ourselves a full-service marketing communications company.”
Yeah. Right.
You could see my colleagues’ faces around the table fall as their eyeballs simultaneously clicked back in their heads. A full-service marketing communications company? Isn’t that what we are supposed to be?
Needless to say, it was tough to pay much attention to the rest of the pitch. These guys seemed to be setting themselves up as our competitor. I could just imagine the fun that would happen if they got between me and my clients!
Yup, yet another gaff from a tech company trying to sell to an ad agency. But this company certainly wasn’t the first. Over the past five years or so, my agency has suffered through (as, I’d imagine, thousands of other agencies have) clueless sales pitches from technology companies that provide services to marcom companies. Ad networks, serving technologies, online market intelligence services, rich media companies, tech outsourcing firms, Web developers, you name it. The Web boom has created an endless stream of vendors providing cool products with enormous potential — if agencies could only get through the pitches.
I may just be weird (OK… I probably am, but that’s a different story), but it’s not like I don’t want to buy their services — I do, in many cases. It’s just that they make it so tough to buy what they’re selling. By not understanding my company, my business, my relationships with my clients, many of these firms shoot themselves in the foot. They might have great products — it’s just too tough to tell.
Not every pitch has gone bad. In fact, the best sales-pitch-that-wasn’t-a-sales-pitch I ever heard was from a guy named Michael Weaver, formerly with Bluestreak, a provider of cool rich-media and ad-serving tech. Michael’s whole pitch consisted of this line: “We’ve got some cool stuff. I’d love to come in and show it to you next time I’m in town.” And he did, in a low-key conversation in my office. I’ve been a huge Bluestreak fan ever since.
And hired Michael the first chance I got.
But the Michael Weavers of the world are few and far between. So after the last ill-fated pitch we were subjected to, Michael and I decided to work together to come up with a list of the top 10 ways that tech companies should sell to ad agencies. Why? Because we need innovation to survive and thrive. We need new products to offer our clients. We need their technology and services to differentiate ourselves in an increasingly competitive and difficult marketplace. We just don’t need the bull.