In the very early days of technology companies, the industry was pretty much a monopoly and there was therefore no need to coach staff in sales and marketing as the products were guaranteed to take up the whole of the target market.
In todays competitive market companies cannot afford to be complacent about it. Even while the companys prototype is being evolved by the designing department there is some other company precisely making either a similar design or a better one. The only way to combat this is by keeping a close watch on the market.
The marketing department will keep closely studying the market to ensure that no consumer needs are missed, and they will pass this information on to other departments within the company. However they must keep rallying new information back as the product is being designed and developed because the final product has to meet all of the consumers needs, even those that have recently come up, when it is given to the sales team to sell. If all of the customer needs are definitely met, then the sales team can aggressively sell to the best of their ability with the knowledge that they are providing a genuine solution to a real problem.
Those companies who tried to save on costs by not conducting a survey of the market before putting their product into development have paid dearly with low sales figures and large losses. However companies who did survey the market and discussed the information with their design and development teams had success in the form of high sales and profits and some companies even release a pilot project before launching the product.
Consider for a moment the companies Design and Development teams and their understanding of the market with their technical background. They possess excellent knowledge on the subject and are highly skilled to handle the technical work. But are they geared up to understand the customers expectations which have been meticulously gathered by the Marketing personnel? It is this gap in understanding that either makes a product successful or otherwise.
So going back to the point, is Coaching in Sales and Marketing necessary for Technological companies?
The answer is a BIG yes as only when all the different employees in the company understand customer expectations will they be able to deliver the goods.
Terry Forsey is a sales and marketing coach for technology companies. With over 30 years of experience, Terry Forsey can steer your business in the right direction.
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