Lessons learned after two years of sales at IBM, specifically focused on the tech industry in the Bay Area.

1. How to Sell Tech to
Tech Companies
stories told by
laura c. meyer

2. the beginning…

4. but wait…

5. I don’t want to:
-Sell my tech company or startup (Surprise,
I don’t have one!)
-Share information so clients can build it
themselves
-Waste clients’ time
-Embarrass myself

6. And this is just the tip of the
iceberg as to why selling tech to
tech companies is hard

7. Let’s not forget, tech
companies will…
- Hire the best of the best
- They have the reputation, brand and money to do so
- Remind you they’re the best, smartest and hardest workers and
proud of it
- Pick a part your technology (as they should!)
- Ask for more features from your product
- Demand on-time delivery, integration, continuous up-time, etc.
- Ask for free things - POCs, POTs, Testing, Consulting and more.
- Invest heavily into R&D. You don’t know what they’re building
and if it competes with your products.

9. But there is a way

10. Start with you + your co.
why are you there?
1

11. 1 Add value/share a point of view
2 Solve problems
3 Challenge the status quo
4 Share New Acquisitions/Product Updates
5 Connect across business units
Why are YOU there?

12. 1 Add value/share a point of view.

13. 2 Solve problems

14. 3 Challenge the status quo

15. 4 Share New Acquisitions/Product Updates

16. 5 Connect across business units

17. Next focus on your client.
Where is there a need?
2

18. 1
Start with non-core competencies
2
Look for the unsexy
3
Read. Keep Reading. Then go & read
some more.
4
Look at client’s job openings5
Ask and listen
Where is there a NEED?

19. 1
Read. Keep Reading. Then go & read
some more.

20. Ask and listen2

21. Start with non-core competencies3

22. Look for the unsexy4

23. 5 Look at client’s job openings

24. Now you can focus on the how.
How do I sell?
3

25. 1
Get the meeting. Use unconventional methods to meet people.2
It’s all about the UI/UX
3
Focus on your leading products + competitive advantage
solutions. Know these inside and out.
4
Integration is everything: Systems + Platforms
5
How do I sell?
Dress/Act the part
6
7 Strong client references that are comparable to client
Prepare and know their language/acronyms

26. 8
Even the lines of business are highly technical9
Be prepared to fill the awkward space when client doesn’t want
to share.
10 Bring the right people to the room
11
Read the room and react quickly12
Know their buying habits and schedule
How do I sell?
13
14
Be consistent and follow up religiously
Challenge the status quo

27. 1 Dress/Act the part

28. Get the meeting. Use unconventional methods
to meet people.
2

29. Focus on your leading products + competitive
advantage solutions. Know these inside and out.
3

30. Prepare and know their language/acronyms4

31. 5 It’s all about the UI/UX

32. 6 Integration is everything: Systems + Platforms

33. Strong client references that are comparable to
client
7

34. Challenge the status quo8

35. Even the lines of business are highly technical9

36. Bring the right people to the room10

37. Be prepared to fill the awkward space when
client doesn’t want to share
11

38. Read the room and react quickly12

39. Be consistent and follow up religiously13

40. Know their buying habits and schedule14

41. 1. Advocate for the client and make sure the client knows this.
2. The best way to convince is with your ears.
3. Sell to the client without making them feel sold to.
4. Never pressure the client, create events that the client
realizes action is a must.
5. Pre-crafted questions are almost as important as what you
present.
6. Go in with a plan. The whole team needs to be
orchestrated and agree on the goal.
To summarize…

42. Resources
- Not invented here: Apple's secret applications
- Top 5 Ways to Sell Technology in 2013
- How to Hunt Big Game
- Selling to CIOs
- Team Advice: Dan Rolla, Dan Wedge, Krista Hixon