To put it simply, the CEO seems to believe “if we build it, they will come.” Or another way to say it is “we will sit back and wait for the phone to ring.” If he is right then that is a great efficient way to sell.
However, I would argue the last 5 years have proven this approach does not work.
Selling systems in this price range is about personal relationships between the salesman and the customer. This needs to happen consistently over many months, and sometimes years. It is work, it is a skill, but it is also straightforward and simply takes effort and persistence. Our CEO is finally starting to understand this but it has taken too long.
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