The Promise of Technology is Intangible
Tuesday, March 23rd, 2010Technology enabled solutions are non material sales. People do not acquire the machine, they acquire what it enables. Average income people tend to perceive profession as a tangible, so they focus on the functionality. Exceptional income people see that customers only care about the results the profession enables, which is intangible. This disagreement in perception about the nature of profession is the fundamental factor in determining a income person success.
Technology is the actualization of non figurative theories. The more theories that are actualized, the more powerful the profession is. For example, there is a machine defect in my automobile that makes me a meliorate driver. The machine defect senses the automobile beginning to skid on a patch of ice such faster than I can. It automatically sends messages to the anti-lock brake system so the automobile responds to the changing agency conditions before I am even aware there may be a problem. This simple covering is the actualization of theories that movement the disciplines of physics, mechanical engineering, manlike perception, and machine software. It would take a long time to vindicate how it all worked. As a automobile buyer, however, I only care about the fact that it makes me a safer driver.
The more worldly the profession is, the greater the abstraction. Selling abstractions is more than just relating benefits. It is about linking the functionality of the profession to the desired modify result, which is the non material promise of the technology. I can only appreciate the value of the car’s machine controlled anti locking figure when I see how it improves my driving. If the income person just explains anti locking brakes, I do not perceive the benefit. If she tells me that I module be a meliorate driver, but doesn’t vindicate how, then I would not conceive her. She must support me see the relation between the how the profession is applied and the results that are important to me before I module value the technology.
