Subject: Re: [ Re: [ Re: arch advocates]]
From: Bjorn Reese <>
Date: Fri, 30 Aug 2002 10:14:56 +0000

Ian Lance Taylor wrote:

> You should also think clearly about features and benefits.  Features
> are cool things your technology does.  These are unimportant for the
> sales process.  Benefits are concrete and direct ways in which your
> technology helps your customer.  Often a feature leads directly to a
> benefit.  Your customers don't care about the features.  You should
> describe the benefits.

Continuing the suggestions to Tom...

If your sales techniques are lacking, which you seem to indicate, do
not start by approaching your favorite customers. You need to practice
first, which you can do by first approaching "smaller fish."

PREPARE yourself before each meeting. Examine the background of the
potential customer, and how your solution fits into their situation.
You should be prepared for questions about the cost of changing to
your product/technology. This includes installation, integration, and
training of users and of staff. Appearance is important, so rehearse
in front of a camera or a mirror; get friends or family to evaluate
your performance.

LEARN from your experiences after the meeting. Write down what was
received well and what wasn't. Write down the questions you were unable
to answer, or where your answer didn't seem to satisfy the questioner.
This enables you to prepare yourself better for the next potential

Keep in mind that selling is not like an exam where you just have to
answer correctly -- selling is about persuasion.