Does the good solution sell it self ?

I had a case recently where we discussed the difference between making a good solution vs. selling the solution. So I thought of the old question:

Does the good solution sell it self ?

You often find technical people that does not like sales people, because they are over promising, does not understand the solution, etc. That leads to that some technical people believe that if they just make a really good solution it will sell it self. But that is not the case!

So why do you still need sales if you have made a good solution?

Quite simply it is a matter of having someone that can:
- identify the potential customer
- make the customers aware of your solution
- understand the customers specific needs and pains
- explain and show the customer how your solution can help them meet their needs
- help the customer to decide that he needs to do anything at all

The last part is very central to all of sales. We all know the situation where we actually have a need, e.g. for a new shirt, we have just not yet decided which shirt it should be and taken the time to make a purchase. A good sales person would be able to help us make a decision to make a purchase at to put the order with him.

Selling on the edge of development - the classic conflict

Doesn't it always seam like you are selling on the edge of development ?

In IT sales you are always missing that one or two new features that is required for you to win the next big deal. It is the constant conflict between selling what you have vs. selling the vision to the customer and what you are building for the next release.

If you find your self in this situation - One thing to remember is that you have properly managed to sell a lot of business without the new features that you missing.

So maybe you can work your way around it by focusing on one of these elements:

1. Use reference to other customers that have not been using this feature
2. Analyse the customer business pain - is this feature really important to him to achieve the benefits?
3. Suggest a work around and explain how that is just as good
   
4. Focus on other areas of the business problems that you are trying to solve
5. Explain that it is coming soon