One of my long time favorite situations goes back to when I
was a product manager. The mini-computer company already had a proprietary ring
network that was decent, and sales knew how to sell this solution. Since I had
the amazing new Ethernet solution, which included software support in the OS, a
LAN controller in the system, and a terminal server for direct-to-network
attached terminals. I gave presentations in the executive briefing center to
large customers nearly every day.
Most customers were senior executives, CIOs and MIS directors
who were decision makers and who did not usually physically handle equipment. I
decided to create a bond between the customers and the new solution, so carried
with me to each briefing a terminal server, transceiver and cable, and a
controller with me. As I presented the solution and its value proposition, I passed
the physical devices around the room, which was a “U-shaped” seating
arrangement. For some human factor reason, the bond was created and at the end
there was always further discussion and questions of intrigue. We all know how Ethernet emerged some 25
years later!
(Photo: Hubspot) Make an Emotional Connection
Now, my favorite part – we were always asked to bid the new
Ethernet solution as well as the proprietary ring solution, which was cheaper
but did not have the network based terminal support which was a huge feature –
the network based terminals. (I am sure many of you have never had this issue,
but in the old days, remote logins required you to anonymously login through
many “hosts” on the ring. If a system on the ring was down, you may not reach
your destination system until it came back online even if it was just a pass
through machine). I made lunch or dinner bets with the sales teams, that
Ethernet would win the bid, regardless of a 20-30% higher cost and the
potentials of the unknown. I never lost once Ethernet was launched. I
also never collected all my winnings because there were not enough days
available to collect!
Over my professional career, I learned that creating the
emotional connection and bond between buyer and the equipment or the solution
being proposed and sold, could overcome many objections and obstacles. This
translates today, to web-based demos/freemium types of software that allows an
emotional connection to be made and the buyer can see themselves using or
implementing the solution.
I was able to develop a sales guide for the Ethernet solution
that achieved an excellence award from the Sales executives and my highest cash
award prior to my executive days! I thrived on having the ability to help
develop sales presentations and tools with emotional connections for sales and
channel personnel. I have educated my
teams over the years to leverage these early career experiences. I have also
always attempted to define and include “sexy” user interface or demo software
package to make it easy for customers to connect with and understand the
solution. The customers need to see themselves as users of the solution within
their business.
What have you done and or seen to make this type of
emotional connection to close the business?
