SELLING TECHNOLOGY-BASED PRODUCTS DURING RECESSIONARY TIMES

Selling technology-based products can be difficult, even during the best economic times. During recessionary periods, the sale of technology-based products becomes tremendously challenging. Because technology products usually involve new, different, and often more expensive ways of doing things, it becomes more difficult for organizations and individuals to justify technology expenditures during recessionary times. Most of us are inclined to "make do" with old solutions and postpone costly new products until economic conditions ease up. This naturally conservative approach, particularly during economic recessions, often causes technology-based companies to focus on sales and marketing, sometimes for the first time, in an attempt to shore up lagging revenues. Unfortunately this focus on sales and marketing comes too late, or is done in a frantic and haphazard manner, resulting in increased expenditures with no resulting increase in sales. Having been involved in the sales and marketing of technology-based products for many years, I have come to recognize many patterns and common errors in the marketing of technology products. These errors have the potential to become critical in times of recession, when resources are limited and effectiveness is of major importance. This series of articles on the sales and marketing of technology-based products will highlight some of the critical errors a technology company may be tempted to make. Advice concerning more effective ways to approach the sales and marketing of technology-based products, including imaging products, particularly during the stress of poor economic conditions will be provided.