Which contractor option would you go with and why? Most people tend to opt for the second option because they can see what they are getting and feel much more confident in the project being completed on-time and within budget. Furthermore, the perceived difference between option #1 vs option #2 are very different – the first option implies low cost with high risk whereas the second option implies higher cost with lower risk.
If we apply this analogy to the software market, it’s surprising to see many vendors still referring to their products as tools. My industry peers in software sales and marketing roles often say things like “it’s a really good tool since it simplifies manual tasks” or “you can build custom apps with our tool”. While these are decent attributes of software, I’d argue they greatly diminish the value the product or platform is really delivering.
Instead, vendors should strive to position how their offering solves business challenges through examples, best practices and proven experience. In other words, position the solution instead of the tool. The end result should be higher sale price, increased win rates and better customer satisfaction. This is obviously not a new concept and the solution selling methodology has been around for years with many authors and consulting companies offering best practices. Yet it’s amazing to see how many software companies still defer to product features and functions when describing what they do and what makes them unique.
If you are interested in seeing some of the solutions offered by Qlik in each major industry and line of business function, check out the Qlik solutions website here.
Hopefully this is a good reminder for the software industry and if you take anything away from this blog post, remember this: DON’T BE A TOOL!