I can't believe the unsophisticated approaches many vendors have when considering selling their product. Indeed, I'm taken back weekly by a vendor pitch that just does not flatter their technology, perhaps even making them take a few steps back in my book, and perhaps in the opinions of their customers. Core to this is the fact that many SOA vendors can't explain their own product, or the core problems it solves I can’t believe the unsophisticated approaches many vendors have when considering selling their product. Indeed, I’m taken back weekly by a vendor pitch that just does not flatter their technology, perhaps even making them take a few steps back in my book, and perhaps in the opinions of their customers. Core to this is the fact that many SOA vendors can’t explain their own product, or the core problems it solves. They do know how to list buzzwords they think will wow their prospects and existing customers, however in many cases the customers become further confused, or worse, don’t even get the core concept behind the product, not to mention SOA. Case in point is the fact that many vendors when asked about their closest competitor, have a very well rehearsed response, pointing out (spinning really) the differences between their offerings…in essence how the other guys “suck,” and we “suck less.” Meanwhile, in another conference room far away, the same conversation is occurring, but in reverse. The right approach to this is something that many vendors don’t even think about until it’s too late. The core pitch should be around how the product solves what specific problems, as well as a detailed, easy to understand approach to the “solution.” Even, gasp!, tell them what problems you don’t solve, and perhaps when other products are a better fit. You start, however, with an understanding of the customer issues, including a quick and dirty intro into SOA at a holistic level but narrowed eventually to their vertical. Then, drill down into their problem domain (a.k.a., project), and then and only then identify pain points that your product could resolve, and how specifically you can do that…step 1, 2, 3, etc.. Unfortunately, the sales teams, even armed with the smartest SEs, fail to deliver more than a very canned and ineffective pitch and/or briefing, and end up looking bad and confusing people they should really not confuse. This not a trend, it’s an outright epidemic. Have a vendor horror story? Send them to me. For everyone I post, you’ll get a ZapThink tee-shirt. Software Development