Why Nobody’s Buying Your Ideas in Tech
Lean Startup • Soft Skills • Software Development Career Advice
How can you really connect with the person you're convincing in tech, so they can understand the value you offer - and buy your idea?
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Understanding How to Sell Your Ideas as a Developer
If you’ve ever tried to sell your ideas, products, or services as a developer—whether in a job interview, pitching an idea to your boss, or starting a side gig—you may have run into communication barriers. I’ve faced this challenge both while working for companies and when I ventured into entrepreneurship. It’s not enough to be good at what you do; you need to effectively sell yourself and your ideas to others. Today, I’m going to break down how to overcome these barriers and improve your chances of success.
How Aware Is Your Prospect?
When you’re trying to sell your skills, your product, or even just an idea, it’s crucial to understand how aware your prospect is of the problem you’re solving. The “prospect” could be a hiring manager, a colleague, or a potential customer. I’ll walk you through the four stages of awareness prospects go through and explain how you can adjust your approach at each stage.
Stage 1. Problem Unaware: Teaching the Problem
The first and most difficult type of prospect is someone who is problem unaware. They don’t even realize they have a problem. If you jump straight into selling your solution, they’ll look at you like you’re speaking a foreign language. I’ve been in countless meetings where I explained my idea in great detail, only to realize later that the people in the room didn’t even understand why they needed my solution.
In these situations, your job is to educate them on the problem first. For example, when I started sharing videos to help developers with mental health and self-worth issues, I often posted them in online communities like Reddit. The people in those communities weren’t aware of the underlying issues I was trying to address, so they didn’t engage with my content. It felt like noise to them. You have to help people feel the pain of their problem before they’ll care about your solution.
Stage 2. Problem Aware: Exploring Solutions
The next stage is when your prospect is problem aware. They know they have an issue but don’t know the solution. For instance, if you’re talking to a company struggling with developer and operations alignment (a common DevOps problem), they might be aware of the conflict but not sure how to fix it.
In this case, don’t just offer your solution right away. They may be considering multiple paths. Instead, explain the different solutions available and why your approach is the best fit. Helping them see the broader picture gives them the confidence that you’re the right person to help them.
Stage 3. Solution Aware: Standing Out Among Options
When a prospect is solution aware, they know there are potential fixes to their problem. They may even know what the best solution is, but they’re deciding who to go with. If you’re in this situation—whether you’re pitching yourself for a job or selling a product—your job is to show why you’re the best choice.
At this stage, you can focus on your unique strengths, the specific results you’ve achieved for others, or why your approach is superior. This is where you need to stand out from the competition and highlight your value proposition.
Stage 4. Ready to Buy: Closing the Deal
Finally, we come to the ready-to-buy stage. This is where a prospect is fully aware of the problem, the solution, and is just deciding whether or not to go with you. At this point, it’s all about overcoming objections. Price is often the biggest hurdle, but there may also be concerns about whether your solution will work for them specifically.
To close the deal, you need to address these concerns head-on. Share case studies, testimonials, or explain how you’ve solved similar problems in the past. Make them feel confident that you’re the right choice.
Knowing Your Prospect
One of the biggest mistakes I made early on in my career and entrepreneurial ventures was not fully understanding the person I was trying to sell to. Over time, I’ve learned that knowing your prospect is crucial to convincing them to hire you, buy your product, or support your idea.
Basic Demographics
Understanding basic demographics—such as age, gender, and career experience—can help you tailor your message. For instance, if you’re pitching an idea to someone significantly older or younger than you, you’ll want to adjust your language and focus based on their likely perspective and values. It’s not just about what you’re saying; it’s about how you say it.
Industry-Specific Experience
Next, consider the prospect’s specific industry experience. If you’re selling a software solution to a team of architects who are die-hard fans of microservices, don’t waste time trying to pitch a monolithic architecture. Tailor your pitch to align with their goals and experience. If you’re trying to sell a product to a physical therapist, make sure you understand their unique pain points and challenges in their field.
Psychographics: Risk Aversion and Decision Style
Finally, psychographics—the study of personality, values, and decision-making styles—can be a game changer. Is the person you’re talking to someone who makes quick decisions, or do they need lots of data and details before they feel comfortable moving forward? Do they have a high tolerance for risk, or are they more cautious? Understanding these traits will help you frame your pitch in a way that resonates with them.
For example, when I first started selling my career coaching services, I encountered clients who were very risk-averse. They wanted to know every possible detail before committing. Others were ready to jump in after just a brief conversation. Tailoring my communication style based on these differences made all the difference in closing the sale.
Are You Selling to the Right Person?
Sometimes, the biggest issue isn’t how you’re selling, but who you’re selling to. Early in my entrepreneurial journey, I learned this lesson the hard way. My co-founder and I built a product and got a lot of positive feedback from the people who would use it. But we failed to realize that the actual decision-makers were several levels up in the organization, and we hadn’t built a strategy to sell to them.
Similarly, when selling career coaching, I sometimes forget that the decision to hire me isn’t just up to the client. If they’re married, for instance, their spouse often plays a role in the decision-making process. It’s important to know who really holds the power to say “yes” and make sure they’re on board with the value you’re offering.
Is the Problem Urgent?
Even if you’re selling to the right person, if they don’t feel an urgent need to solve their problem, you’ll have a tough time closing the deal. This was a challenge I faced when I first started career coaching. Many people knew they had career challenges, but those challenges weren’t painful enough for them to invest in a solution.
If the problem isn’t urgent, it’s unlikely you’ll get a “yes” no matter how great your solution is. You need to help prospects understand the cost of inaction—what will happen if they don’t solve this problem?
Conclusion
Selling your skills, ideas, or products as a developer doesn’t come naturally to many of us. But by understanding how aware your prospect is of their problem, knowing who they are, and ensuring you’re selling to the right person at the right time, you can drastically improve your chances of success.
About the THRIVING TECHNOLOGIST show
On YouTube and all major podcast networks, Jayme shares teamwork and leadership strategies, guidelines for healthy company culture, and stories about real projects so you can have a sustainable career in the software industry.
Jayme Edwards
A family man and veteran of nearly 40 software projects, Jayme experienced many wins and losses over his career as an architect and consultant.
Now he's coaching software developers, managers, and business owners to overcome challenges in the IT industry - so they keep growing.