There is an old saying in sales that customers ‘don’t buy the bacon, they buy the sizzle’. In other words, customers are less interested in the nitty gritty details of what a product is or how it works, and primarily interested in what it will do for them. It’s a sort of ‘show me the money’ mentality.
Joe Schurman, Founder and CEO of Evangelyze Communications and author of Microsoft Voice and Unified Communications, talks about this philosophy as it related to unified communications in a recent ITWorld.com article. Schurman writes “The CEO of a company wants to know if he or she is saving money and will be impressed if the solution can integrate into the company’s business strategy…”
Read Driving Business Value with Unified Communications to learn more about the direction of unified communications and how to realize the value of increased efficiency and reduced operating costs rather than focusing on the technology itself.