Ideally, the implementation of higher end business technology was supposed to make for faster processes, easier organization, and improved performance in the business. Unfortunately, that’s not always the case and even in the 21st century (an era hailed as the Age of Information Technology) many businesses and organizations still see this technology as more of a burden than a relief. The following are just two popular examples of how big technology is being viewed this way (which, in turn, results in poor use and a disappointing waste of money).
- CRM Software – It’s a popular opinion among salespeople that CRM systems suffer little, insufficient, or tedious use. Regardless, it can still serve an important role in evaluating customer behavior, helping identify trends, measuring the quality of a sales lead etc. However, the reason why it’s not utilized to its fullest capacity is because salespeople find it too much of a hassle to input. They don’t see how it benefits them or why the supposed ‘additional’ work is supposed to help them achieve sales.
- Electronic Medical Records – Despite their encouraged adoption and the promise of incentives, this form of medical software still suffers from a significant lack of meaningful use. This probably makes it more startling compared to CRM because the government doesn’t involve itself as directly as it does when it comes to the adoption of EMR/EHR. With the recent political buzz about health care reform, the quality of health care is just begging to be brought up. The real tragedy comes when EMR is supposed to contribute to that quality.
What both cases have in common is that the buyers don’t make the best out of what they bought from the vendors. However, it’s not necessarily the fault of the buyers. Not all businesses and medical institutions are full of the technologically literate (and some would even argue that the kind of literacy needed is quite high for either CRM or EMR). It’s up to you, the vendor, to simplify your product in a way that they can understand.
This isn’t always easy of course and it’s likely that you’ve encountered more than one of the following challenges.
Information Load – There’s no absolute measure to the amount of information you need to give your prospects. However, giving too much or too little is always a bad idea. Both result in the prospect having no more understanding about the subject than they had to begin with.
Too Little Time To Learn – Product demos can take a while and it’s hard to take a sophisticated product and have it exhibit its feature in just a short time frame. You need to find a way to either shorten the duration or plan it in a way that doesn’t take too much of the prospect’s schedule.
Unspecified Needs – Not all businesses are good at fully identifying and expressing their problems. Sometimes you might even discover issues that they haven’t noticed! As always, it pays to do your homework on potential clients.
Ideally, setting appointments after you’ve qualified your software leads can address the challenges above. But guess what? This is the responsibility of a vendor! Don’t be too hard on your buyers and your prospects if they come calling and saying they still don’t get how the product is supposed to make things easier for them. It might only mean you haven’t done enough to minimize the trouble of explaining your technology.