By Will Sturgeon, 15 August 2006 17:05
NEWS
Customers are becoming increasingly fed up with dishonest vendors and IT salespeople failing to tell the truth about their products, according to the findings of Ovum research released today.
Ovum claims vendors are finding themselves increasingly adrift from sales opportunities because end users are becoming immune to antiquated tactics of bluff and bluster.
David Mitchell, software practice leader at Ovum, told silicon.com vendors could make a success of breaking rank and adopting an honest approach to sales discussions. Mitchell denied they would be hanging themselves out to dry while the rest of the industry stuck to its guns.
"A vendor who breaks ranks and starts to deal 100 per cent honestly and transparently has an opportunity to gain massive PR," said Mitchell. "Honesty and transparency can build massive brand capital."
Mitchell said vendors should follow the lead of companies in the retail sector. "Retailers who have built a long-term reputation for value, honesty, and decency are enduring and profitable figures in the marketplace," he said.
However, Mitchell agreed that the problem to a degree also rests with the end users making buying decisions. However, he said too much cynicism on the part of the buyer will also damage the industry and slow down the buyer's own progress.
The bottom line, Mitchell said is that "the IT industry would benefit from a stronger ethical dimension".
Last month, research from silicon.com found that IT vendors are still more trusted than other salesmen such as estate agents and used-car sellers.
Comments
There are 8 comments. Join the discussion
1. A sales person
How about end users being completely straight with sales people instead of trying to be too clever and not give the full story, making it hard to reccomend solutions? Or end users asking for sales people to attend meetings when they are just trying to use that sales organisation as a stick to beat the prefered vendor with? Or how about (gasp) an end user that actually knows what they want a product to do?
Bad sales people deservedly get a bad reputation, but bad end users rarely get a mention
2. anonymous
Emulate retail? Is this fellow mad? Low paid fawning sales staff with limited knowledge and even more limited interest? Oh! Suits you Sir!
The problem isn't dishonesty. it's low rent e-tailers in expertly advising customers and unknowingly misguiding them on the vendors behalf.
3. Sarah
This guy is not living in the real world. Yes , in an ideal world it would happen.
However, can you imagine it? "We are totally honest." It is what every business says, so how would any customer distinguish between those that are honest and those that only say that for the PR/marketing hype, like our wonderful government, the spin masters!
Get real ..... and please stop providing us with such drivel Silicon.
The best thing about this article, is the point raised by the first commenter (A sales person) - it certainly made me think.
4. Radical Meldrew
Lying used to be a shameful thing but it is now tolerated as long as it is labelled as spin or poetic licence.
Honesty used to be classed as a virtue, now it is perceived as a potential weakness, especially if there are profit margins or politics involved.
When did this failing, present at every single level of our modern society, suddenly become acceptable?
5. anonymous too
Having worked the pre-sales end for 10 years I have seen a decline in customer's honesty and knowledge of what they want. All too often they start with some grandiose idea without doing any of the spec groundwork. When was the last time you saw a requirement spec or Request For tender? Sometimes it seems that every deal these days is based on lowest price, rather than VFM against a spec. What the hell happened to the professional IT Manager, has he become extinct? All too often the procurement department rules the roost, with their one goal….. cheap-as-possible.
Current experiences has reinforcement my gut feeling that these days, customers no longer what an IT partner, just a cheap supplier.
The only people who seem to get stung by "dishonest" salesmen on a regular basis are Government departments. I note (with amusement) that the only area of improvement Government departments have shown in their deal making process is the improvement in contract penalty clauses for “failure to deliver”.
6. Stuart Peck
Honesty and Integrity is a trait of a "professionaly" trained sales person, who takes the time to understand the true needs of a client- rather than pushing a product that a client doesn't really need. Responsilbility here sureley lies not only with the sales person but the vendor for lack of training and company ethics!!
7. vic hansen
REminiscent of the old chestnut:
What is the difference between and IT salesman and a used car salesman?
The used car salesman knows when he's lying.
8. Phil Shipperlee
To put my comments into context, I must declare that I have been selling across all the full landscape of the IT sector for 38 years. During the past 27 of those years I have built and sold several successful companies of my own but I still consider myself to be a salesman - I am proud of my professional, ethical and honest capabilities.
You started to mention the role of the buyer in this and I would like to complete this thought from my own experience. Too many customers talk to potential suppliers from the position of having Jaguar desires and a Skoda budget. They will often say something like "your competitor can do it for this money" and then wonder why the salesman in front of them might distort the facts to win the deal.
My experience is that you get what you deserve in life so, if any unhappy customers are reading this, they should think about their role and responsibility in any bad expereinces they have had with a supplier.
When I teach customers to buy and sales people to sell, I teach them all the same thing - be honest and open with each other and the result will be the optimum result for all concerned.
Phil Shipperlee
CEO Performative plc.