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The objective of this document is to throw back the curtains and allow light on the subject of enterprise software sales, with the hope of enlightening your mind and providing the necessary insight required to make a better enterprise software selection and purchasing decision. Enterprise software includes ERP, SCM, CRM, WMS, PLM, POS, etc. for all industries.
I share these secrets in the hope to educate companies regarding the subliminal tactics behind the software sales game, along with a few tips and suggestions to help companies with their enterprise software selection process. Owners and managers of companies without a strong understanding of the rules of the game become pawns in a sophisticated and subliminal sales process.
We have all heard the old adage: “He is such a great salesman; he could sell ice to an Eskimo.” Well, this might be true if such a naïve Eskimo actually exists. Many years ago, I asked a wealthy friend of mine how he was able to achieve success in the real estate market. His response was an eye-opener. He said, "All I have to do is find someone who doesn’t understand property values, purchase their property at a low price, make a few minor improvements and resell the property at a higher price.” I was surprised to learn his success was based on finding naïve property owners. However, this is nothing new; naïve and gullible buyers have been swindled by slick salespersons since the beginning of human existence. I am sure there were plenty of cavemen swindled with faulty clubs at the dawn of history. So goes the statement—“there’s a sucker born every minute.”
In similar fashion, software companies have taken full advantage of naïve business owners and managers when it comes to the selection, purchase and implementation of enterprise software. Don’t get me wrong, owners and managers of these businesses are smart and have a strong understanding of their business. However, they assume the selection of an enterprise software product is like any other business decision and wade in over their heads without understanding the intricacies of the software market. When this happens, software suppliers take full advantage of these companies, like wolves to an injured deer.
It takes years for an enterprise software sales representative to understand the physiology and subliminal intricacies behind software sales. In a way, it is a like a game. There are rules, players and plenty of bluffing on both sides. A good sales representative understands the game and knows the right thing to do and say at the right time with the right person in order to win the deal.
Making an intelligent software selection decision comes from either experience or a boatload of research; and most business owners and managers fall short of this experience, or do not have the time or necessary resources to do the appropriate research. The process of selecting new enterprise software averages once every 7 to 10 years for most companies. And since software changes daily, it is very difficult to keep up with the rapidly changing market. Unfortunately, the majority of software education supplied to business owners and managers comes from software suppliers. This would be like limiting yourself to an automobile salesperson for all of your facts when buying an automobile instead of going to consumer reports, magazines, bluebook, classifieds, friends and associates in order to make a better buying decision. To make a good buying decision, it is important to understand the market. Unfortunately, a consumer report for enterprise software doesn’t exist. As a matter of fact, it’s difficult to find software listings, let alone, an in-depth comparison and analysis. Companies must get educated, or continue to be swindled by the software industry.
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