People don’t read. Isn’t that a terrible thing to say? As a blogger, it’s especially disturbing but I have to admit that people simply don’t read. Emails, websites, blogs, whitepapers, press releases, functional requirements, acceptance agreements, terms of service, creative commons…. no one reads them.
We’re busy – we just want to get to the answer and don’t want to waste time. We honestly don’t have time.
This week was a marathon week for me in writing some marketing material, answering emails, writing requirement documents for developers, and setting expectations with prospects on what we can deliver… but most of it has not been accurately consumed. I’m beginning to recognize how much more impactful images and stories are to the sales cycle, the development cycle and the implementation cycle.
This last month, we’ve spent day and night on a RFP Hier haben wir Dutzende von Fragen zu unserem Produkt und seinen Funktionen beantwortet. Wir haben den Wortlaut übergossen, großartige Diagramme erstellt und mehrere Besprechungen mit dem Unternehmen durchgeführt, sowohl persönlich als auch telefonisch. Wir haben sogar eine interaktive CD verteilt, die einen Überblick über unser Geschäft und unsere Dienstleistungen bietet.
At the end of the process, we’re finding ourselves #2 in the running.
In all honesty, all of the voice conversations, marketing material and documentation we spent hours on still didn’t clarify a concise image to the client that Wir hatten das Hauptmerkmal dass sie benötigt. Wir haben es getan ... aber in allen Stapeln von Dokumentation, Besprechungen, Nachrichten usw. ging diese Nachricht verloren.
It’s no irony that the company in the #1 position has had the opportunity to fully demonstrate (in an in-house lab) with the client on the deliverable. We were introduced into the process at a much later date and didn’t push for an in-house demonstration. We were confident that we had fully communicated the Lösungen, die sie benötigten.
Wir lagen falsch.
Das Feedback des Kunden war, dass unsere Demonstration zu technisch war und das fehlte Fleisch of what the client required. I don’t disagree – we definitely targeted our entire presentation on the technical aspects of our system given that the company had a miserable failure with their previous vendor. We knew our application stood on its own, so we wanted to hit home on how our technology was the differentiation that they needed.
They didn’t know that.
Looking back on it, I think we probably could have dropped a ton of the calls, documentation and even the diagrams and simply put together a video of how the application worked and exceeded their expectations. I know I’m writing a lot about video lately on my blog – but I’m really becoming a believer on the medium.