I love going car
shopping with my wife. It is so entertaining to watch her completely confound
one car salesperson after another with her simple approach to selecting the
vehicle that she wants.

To my wife, a car is
a piece of metal, on four wheels, that gets you from point A to point B. This,
of course, is sacrilege to all car lovers and completely baffling to most car
salespeople.
So, a few months
ago, we were in a Mazda dealership, looking at SUV’s, and an eager salesperson
pounced on us and immediately directed his questioning to me. I politely
directed him to my wife, since she was the one buying the vehicle, and the fun
began.
“I want a vehicle with four wheels that gets
me from point A to point B and is good on gas,” she said.
“Well, madam, all our vehicles have four
wheels. What features are you looking for and what is your price range?”, he responded.
Wrong answer. It was
my wife’s turn to pounce now.
“I told you, I want a vehicle that’s good on
gas and why are you asking me how much I want to spend before you have even
shown me anything? I want to spend as little as possible. What kind of a
salesperson are you?” She
retorted.
The sales guy was
stunned. He started to turn red and was completely lost for words. He finally
blurted out, “Excuse me a moment,”
and went scurrying off and returned a minute later with another sales person
who he said was better able to handle my wife’s request.
The new sales guy
took a different approach. He asked her what she was currently driving and,
when she said an SUV, immediately started to show her their newest SUV’s. He
attempted to show her all the new features and functions like the keyless
ignition which did not work. When she asked him about the gas consumption, he
proudly told her 18 miles per gallon on the highway and 15 in town. She then
turned to me and said:
“They’re not listening to me, are they?”
I had to agree, so
we left and headed off to a Honda dealership where the sales person not only
listened, but understood what my wife wanted, and a few hours later she was the
proud owner of a Honda Fit that boasted an impressive 38 miles per gallon.
Many companies have
expressed to me that their Business Intelligence software purchases have a lot
of similarities to buying a car. They express frustration that the BI sales
person tries to sell them more than they need and does not listen to them or
properly understand the issue they are trying to address.
Today, the majority
of businesses are trying to get the best mileage possible out of their business
intelligence software. That means the key functionality at the best possible
price. And that price does not just mean the software; it also includes the
services, education and on-going maintenance. The extra bells and whistles
might look impressive in a demonstration (when they work), but most
corporations are just looking for “four wheels that get them from point A to point
B!”
I attended a
demonstration, by a BI software vendor, recently to a large transportation
company who owned some old BI software from another vendor that they had not been
able to put to a lot of use. The demonstration was very impressive with
dashboards and complex reports with drill down functionality. After nearly 3
hours of presentations and demonstrations of a truck load of features and
functions, the analysts and managers in the room filled out their evaluations
and handed them to the CIO. Later the CIO told me that they would be selecting
another vendor who had shown a lot less in terms of functionality and was about
25% of the price. Most of the evaluations had said that the software from the
first vendor that pitched for 3 hours looked too complex to use and had too
many features and all they wanted to do was basic ad-hoc reporting and query
analysis.
Companies just want
that basic BI software that will give them the best mileage for the best price.
I think that more BI software vendors are finally waking up to this reality and
have started selling smaller packages that offer a lot more “bang for the
buck”. The initial results of this are that although companies are spending
less on BI software than they were a few years ago, there are more of them
buying.
As we see $4 a
gallon at the gas pump, we are all thinking about vehicles that give better
mileage, along with trying to make sure our car trips are cost justifiable. In
today’s tight business economy, companies are also looking to do the same with
their BI software.
My wife is available,
for a reasonable fee, to apply her vehicle purchasing talents to assist you in
your next BI software purchase!
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