We’re Technical Professionals, “Why do we need sales?”

We are inevitably asked, “Why on earth do we need ‘sales?’ Our technology and methods are superior. Our work and qualifications speak for themselves.”
We always thank the questioner, because they are playing right into our hands. Our response is consistent. Precious little in professional technical services is unique. Often, clients cannot discern the differences between qualified firms. Marketing and sales skills are required to differentiate a firm from every other qualified competitor. Other non-technical factors such as relationships also are common influences in the client’s decision on whom to select.

Reaction to our assertions is also predictable – denial – and understandably so. How could technically educated professionals, using methods honed over decades of practice, be possibly confused with garden-variety competitors? (Shock and disbelief often follow denial.)

To this, we say simply, “We feel your pain. But the fact remains that anyone educated and trained as an expert in technology has little or no grounds for appreciation of the role of marketing and sales professionals, until they earn the bruises and lumps on their head from hard-won experience. Simply put, it’s not good enough to be smart.”