Ten IT Sales Myths

As the economy rolls on, IT sales myths still permeate technology and professional services sales forces trying to hit their forecasted sales quotas. Like urban myths, many of these business beliefs just continue to proliferate without identified authorship or business validity.

Here are the top ten IT sales myths that are currently in vogue:

Myth One
Selling to decision influencers will increase your sales.

Reality
IT decision influencers (usually with titles like manager and director) are professional lookers who will waste your time, slow up your sales cycle and give you false information about buying needs, budgets and opportunities. Why? Because many times they are not in the information loop and just want to sound informed to you and look busy to their boss (the decision makers) by taking a meeting. Decision influencers kill IT sales.

Myth Two
Dropping prices will increase sales long-term.

Reality
Time and time again every technology business segment that has followed a commodity based pricing schema has failed. Selling down and by price is a short-term sales model that cannot sustain financial integrity. Repeat buyers by value; single sales customers buy price.

Myth Three
IT networking is better than IT cold calling for lead generation.

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Paul DiModica is President of DigitalHatch, Inc. (www.digitalhatch.com)