Selling Technology Is Hard. Buying Technology Is Even Harder.

Selling technology is a tough gig, with high competition and relentless quotas. But as challenging as selling can be, buying technology is often even harder, thanks to disinformation, opaque pricing, and incomplete details from sales reps.

The Marketing Misinformation Problem

Technology companies excel at creating sleek marketing materials designed to impress. These brochures and websites use buzzwords like “streamline workflows” or “enterprise-grade security” but often lack the critical details buyers need to assess the product’s true fit for their needs.

For example, claims about integrations or security features might sound appealing, but the nuances—like whether it supports your specific tools or meets your compliance requirements—are often missing or buried. Buyers relying solely on marketing risk being misled by overgeneralized promises.

The Lack of Transparency in Pricing and Functionality

One of the biggest frustrations for buyers is opaque pricing. Vendors frequently avoid publishing prices, citing “customization” as the reason. While customization can be valid, this lack of transparency makes it harder for buyers to compare options or understand the total cost.

Similarly, product functionality is often selectively presented. Demos highlight strengths but omit weaknesses, leaving buyers to uncover limitations after purchase. Unless you ask specific questions, you may not learn about hidden fees, compatibility issues, or essential features locked behind premium upgrades.

The Ethical Gray Area of Sales Reps

While many sales reps are ethical, some operate in a gray area of omission. They may not lie outright, but unless buyers ask the right questions, critical details about limitations or additional costs might go unmentioned.

For example:

A rep might not volunteer that a core feature requires an expensive add-on.

They could downplay integration challenges.

They might omit mention of a steep learning curve for users.

This practice isn’t outright dishonesty, but it leaves buyers at a disadvantage and can have serious consequences to a career.

Why Buying Technology Is So Hard

Lack of Standardization: Similar-sounding solutions make it difficult to compare vendors.

High Stakes: A wrong choice can be costly in time, money, and productivity.

Time Pressure: Deadlines force buyers to make decisions without all the facts.

How Buyers Can Protect Themselves

Ask Specific Questions: Push vendors to clarify pricing, features, and limitations.

Demand Transparency: If a vendor resists clear communication, it’s a red flag.

Leverage Independent Resources: User reviews and forums can provide honest insights.

Seek Expert Help: A Technology Advisor can help evaluate options and negotiate terms.