Selling the Problem, not Just the Technology

Abstract

Artificial Intelligence (AI) continues to attract significant interest from businesses eager to integrate it into their operations. However, misconceptions about AI's capabilities-often inflated beyond what data quality and context allow- can hinder successful adoption. Clients may not fully grasp the value of AI tools, which leads to poor implementation choices and inaccurate outcomes. This research addresses the question: How can the added value of an AI tool be effectively communicated to clients? Rather than highlighting technological potential, the study shifts focus toward understanding client needs. A survey among companies, combined with academic insights, informed the development of a more nuanced sales approach. The findings reveal that sales strategies must be adapted depending on the client's level of AI maturity. For those with defined AI goals, engaging high-level decision-makers helps clarify challenges and tailor solutions. For clients without specific AI plans, the emphasis should be on uncovering key business problems through guided dialogue before introducing AI as a solution. The study underscores the importance of "selling the problem" rather than merely promoting the technology. Effective communication strategies include using real-world examples, visual demonstrations, narratives that illustrate transitions from current to desired states, and discussions of potential risks to support informed decisions. Notably, Proof of Concepts (POCs) are not seen as effective primary tools for showcasing value. In conclusion, aligning AI sales strategies with client perspectives enhances trust and clarity. By emphasizing problem-solving and leveraging social proof, companies can better communicate the true value of AI tools and increase the chances of successful adoption.