Why Relationships and Support Matter More Than Buzzwords

When I evaluate solutions, I usually know what I like at a base level. As we dive into conference season, I’m reminded of my love/hate relationship with these events. On one hand, they’re a great opportunity to network and connect with people across the industry. On the other hand, the sales buzzwords come at you nonstop.

Here’s the thing, I don’t care if your product is “best-in-class,” “cutting-edge,” “revolutionary,” or “intuitive.” Those words don’t move the needle for me. What does? Show me what your product actually does. Demonstrate value, don’t just describe it. That’s how you win my business. Keep it simple. Be confident. If your solution is truly great, you don’t need to oversell it with fluff.

What truly separates vendors isn’t always the product. Unless you’ve got a monopoly, I can probably find a similar offering elsewhere. It’s not the price either; price can always be negotiated. The real differentiators are relationship and support.

Sales is and always has been about relationships. If you're playing the long game, it’s not about just “closing the deal.” It’s about connection, trust, and consistency.

Having been on both sides, as a vendor and an operator, I can tell you this with certainty: strong relationships and dependable technical support are what seal the deal. Maybe not today, maybe not on the first round, but if you show up, provide real value, and support your customers when it matters, they’ll remember. And when the flashy vendor with weak support drops the ball, they’ll come back.