Language Loses a Six-Figure Sale

I spent time with a client this week screening two software vendors.

The demos were all done online with different platforms. I only saw the software screen shots and heard the voices of those involved, never a face to go with the information. The result?

We cut one vendor immediately. The software seemed to work just fine and, as far as we could tell, would probably do the job. My client needs the ability to enter data and configure reports as needs change. So one of the criteria is WYSIWYG functionality. When we asked each vendor to explain their capability in that area, here were the responses:

Vendor We Recommended: "Tell me more about what you want to do with it so I can give you an accurate answer." We did. Then we heard (and saw), "Here's how you would do that. (Demo). What are some other potential reports you might generate?" We described them, he demonstrated how to do it, we watched, and the conversation continued.

Vendor We Nuked: (In a very deep, officious, voice): "Our platform offers configurable functionality. The back-end capability is state-of-the-art and clients have access to data entry. Of course, it is also designed for maximum security so you never have to be concerned that those without the proper passwords can ever access the information."

By the time he was finished I expected to hear, "For English, press 2."

I'm sure that Nuke-boy thought he was impressing us. Actually, he depressed us to the point of boredom. His software could probably do the job. The client didn't want to have a long-term relationship trying to communicate with someone who responded in buzzwords and platitudes. He wanted someone who would work with him to build a system that could be operated and tweaked by anyone.

Thought for Today: Language can communicate or obfuscate. Speak WYSIWYG.

 

Photo attribution: www.keeneview.com/2008/06/buzzwords-20-what-i...

Comments

[peter vajda]

Great examples of communicating and not communicating, Steve, even though there's lots of talking.

Two thoughts: "When all you have is a hammer...." In my experience when all folks know is the "technical", that becomes their language, who they are, what they do...and I've experienced time and time again when all they see is "the nail"...when the "techie" meets the client, well, it's often two ships passing in the night where, as you say, both are speaking another language.

No one goes to Home Depot because they want a three-inch drill bit. They go to Home Depot because they want a three-inch hole.

When the vendor is able to see and understand the "hole", there's more often connection, third-level listening, understanding, empathy, clarifying and supportive questions...i.e., a relationship...where it's as much about "you" as it is about "me".

The folks in the car in your graphic are probably driving each other crazy, smiles notwithstanding.

[Steve Roesler]

Peter,

What fascinated me about this one was that the sales manager was part of the call. It was the SM who rattled off the techno-speak.

I figured that the company had two people on the call so that the sales person would stay focused on the customer (us), allowing the technical guy to do his thing. Instead, they were both enamored of the "three-inch drill bit."

Another noticeable dynamic was the Sales Manager's almost-instantaneous response to each of our questions, often before we had finished. The messge: I'm listening for key words to trigger my knowledge base; I'm not listening to you.

[peter vajda]

Steve,

In my experience, this happens often in start-ups and entrepreneurial ventures...where, for example, technical folks think they have the best thing since sliced bread and decide to go out on their own; one of them who might be the "life-of-the-party" type decides "Hey, I'm outgoing, I'll be the sales person; you do support (or hiring, or accounting, or marketing or..." and off they go. Hmmm.

The book, "The E-Myth Revisted" speaks to this error of thinking that b/c one has technical competence, or is a content specialist of some type, that they can make the leap to running a business.

When someone comes to me and says, "I love___" and wants to go into their own business, I quickly point out that difference. It's great that you love ___, but do you know how to run a business that does what you love. Huge difference....often the root cause of many failed start-ups.

Your last comment reminds me of many talk show hosts who follow the mantra, "I'm going to ask you a question, but don't bother answering it. I'll jump right in and answer it for you." Wonder what they're like at home. Hmmm

Good stuff.

[Steve Roesler]

Peter,

In this case, I had the sense that the tech guy actually "loved" the product more than the sales manager; at least that's what was conveyed at a feeling level and was picked up by my client as well. It may be useful to note that my client and I were 110 miles apart and not talking with each other or looking at each other during the webcast interaction. Yet, we each came away with nearly identical responses to the demonstration.

The pitfall in this for entrepreneurs/sales managers is the talk-show host syndrome. When questions are "self-answered," the listener realizes what's going on and "changes the channel." When that happens in the business arena, it leads to: not much business.

[Wally Bock]

Reminds me of the old sales story about the old woman who goes out to buy a new furnace. Her salesperson goes on for a while about BTUs and such and when the salesperson pauses for breath, the woman says, "I'm sure that's all wonderful. But will it keep an old lady warm?"

[Steve Roesler]

That's the deal in a nutshell, Wally.

The guy in our story ignored the question, "Can we do all of this stuff ourselves without any hassle?"

[Mike Wagner]

I know this temptation. A passion for mastering any area of expertise will expose you to the insider's language of that field.

The rub comes when we have to take our passion for our beautiful technology and communicate to someone who just wants to get a job done.

Thanks, as always, for stirring things up.

Keep creating...a brand worth raving about,
Mike

[Steve Roesler]

Hello, Mike,

You know, that point is well-taken. I'm sure we'd all be caught and convicted of professional Buzzology if there were Buzz Police around.

I hadn't thought about the "passion" factor. Let's face it, being overly-passionate can get us into trouble in all areas of life if we don't exercise self-discipline.

Hopefully, this will provide a level of awareness that leads passionate professionals to examine the effectiveness of their professional language. It's one thing to wax Buzzy at a conference of peers; it's another to speak in tongues to customers who want to know what the heck we can do for them.

[Mike Wagner]

Steve, you've got me thinking more about the "passion factor".

Two places where I've seen it get in the way a) the church and b) the Internet technology world.

Oh, I could add politics...but that's obvious, right??!!

Lots going on in my noggin.

Keep creating,
Mike