The Tyranny of Choice

As technology experts (i.e. sales people) we are focused on helping our clients' solve problems with our solutions or services.  What we really should be doing it making the decision easier for them.

Exceptional sales people transform themselves into advocates for their clients and build relationships based on trust and a history of success.  In 2016 from my experience, this type of sales person is flat out hard to find both for technology companies looking to hire them and for their clients.

Because of this and the explosion of content, more and more technology buyers (both consumer and enterprise) have turned to educating themselves before ever talking to a sales rep.  A lot of stats are thrown around about when clients choose to finally engage a sales rep  (usually 50%-60% through the process).

A couple years ago, I read an article, based on a book called, "The Tyranny of Choice."  The theory of the book is that consumers face so many choices, they become overwhelmed and decide not to purchase anything.  Around that time, I went with my dad to Best Buy to look at new TV's.  He had an old tube TV that weighed about 500 pounds and was thinking about an LED.  We walked into Best Buy and were amazed by the 200 foot wall full of TVs of all size and variety.  LED, LCD, Plasma, Megahertz, apps, networked, refresh rate were all things that he had to consider before making his purchase.  My dad ended up walking out more confused than ever.  He said to me, "maybe I will just stick with my old TV."  The choices and decision making process scared him so much, that he didn't buy anything.

I can tell you for a fact, that in 2016 enterprise IT, "The Tyranny of Choice" is still alive.   Enterprise IT organizations face a lot of choice for every purchase decision that they make.

To overcome, "The Tyranny of Choice", technology companies need to adjust their thinking and do the following things:

1.  Empathy - put yourself in your customer's shoes and really try to understand his world.  How many vendors call him every day?  What does his boss and the business demand of him?  and most importantly, how risky is investing in new technology to his career?  Truly empathize with your client's needs.

2.  KISS (keep it simple, stupid) - technology companies need to simplify their products, the evaluation process and most importantly the pricing and licensing process.  Remember, if we give our clients too many choices, we are at risk of confusing them.

The technology companies who change their thinking and simplify their offerings, will win in a world of choice.

Come back next week to hear about how industry leaders like CA Technologies are partnering with some of the largest media companies in the world to get the word about their products and services...and not how you'd think.