Where’s the pain?

When selling solutions, it makes the most sense to focus on the needs of those with the actual headache. As a tech vendor, going to market with a pitch to optimise server utilisation is functionally interesting to the CIO.

Pitching it as a solution to reduce the organisation's technology budget will certainly get the attention of the CFO if the savings are significant.

But making the link between your offerings and the emotional condition of the organisation's clients will have the most resonance.

So 'reducing the pressure on low income families to meet their financial obligations' rather than 'really good virtualisation'. 'Enabling young entrepreneurs to turn their dreams into reality' rather than 'first class ISP provision'.