Great technology, awesome product, analysts love it, sales suck.

In todays technology driven world this appears to be a rapidly increasing problem.

When engaging quite a broad spectrum of clients or just talking to somebody at an event the response to the question :

“Tell me what you can do for me?” is readily answered with statements quoted directly from a product specifications sheet in their hand.

While ‘we provide SDN capable equipment that can dynamically apply QoS profiles to your network by application” is pretty informative for the technical or heart, for the majority of prospects this type of response really doesn’t get to the WIIFM (What’s in it for me).