If your company provides complex technical solutions with million-dollar price tags, then you know the struggle all too well: the long, expensive sales cycles and rapid commoditization. Capabilities vs Value: Simplifying Your Technology's Messaging As part of SoCal BMA's "The Leading Edge" executive signature series, this presentation was delivered by Carla Fitzgerald, Chief Marketing Officer, Smith Micro Software on February 18, 2015. Unfortunately, in the fast and ever-changing tech industry, the innovations we are so proud of are fleeting, and can actually become a deficit for your messaging. Too much focus on advanced technology can cause us to miss the mark and alienate buyers -- like trying to sell “microwaves to cavemen.” We have been conditioned to provide every sort of competitive matrix and standards compliance checklist, only to further drive prospects into a state of analysis paralysis. And then we wonder why it’s taking so long for the customer to make a decision! As business leaders in tech, we all run the risk of falling into the black hole of technology jargon, placing too much emphasis on architectures and feature sets -- and not enough on what buyers really care about: Value. Ask yourself: - Does your organization spend hundreds of man-hours on RFIs/RFPs and technical presentations only to learn that your prospect chose an “inferior” competitor? - How often is your sales team directed to “sell high” -- only to get pushed down by prospects to their technical evaluators? - Are your website, marketing collateral and presentations focused on what your product does, instead of why it matters? In her presentation Carla Fitzgerald addressed: - The perils of getting caught up in the feature-comparison game - Simple ways to determine if your messaging is overly complex - The importance of “value” as the driver of both internal and external communications It’s easy to fall into the technical jargon trap, and critical to avoid it if you want to gain trust and “buy in” from your customers and prospects. Whether you are responsible for message development as a marketing exec, or message delivery as a sales or business executive, this event is for you. Visit http://www.SoCalBMA.org/Events to view our Events Calendar.