You’ve got a cool product, but nobody understands it. You think it’s simple, but customers don’t. They compare your products with those that are nothing like it. At first you think this is a sales or marketing problem. If prospects don’t understand what your product is all about, it must be because they haven’t really heard you, or you’re not saying it clearly enough. But if that were true, then you would see additional marketing result in more sales, and your sales reps wouldn’t have to work so hard explaining what your product is and why anyone should care.
