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A rare product.

Yes. Our product is very rare. The rarest of the century. Difficult to count. Volatile. Full of subjective impressions. Many times dependent on variables as complex as human.

We sell the result of the work of people, formed into teams, and coordinated by a score that does not always have everything written down. Almost nothing!.

We sell services.

Just do the test (search for “services” on the internet) and seeing the difficulties posed by its definition, gives us an idea of ​​how complex it is to tell what we do.

And if it is difficult to tell what we do, how can we also show that we are good? (very good, by the way, hey ;-D).

Five Recommendations that, personally, I consider essential to build a good speech if you want them to know you, and value you:


  • Define the bug. You have to tell how those people solve problems. Use PPT, PDF, JPEG, Audio, Video, or 3D. I recommend that you do it at different levels of detail.
  • Take a good look at who you want to sell it to. SEGMENT your potential customers. Order them however you want, but have a message prepared for each category that comes out. Don't do anything else until you have this targeting ready. It is vital to be able to build a personalized speech for each type, based on the previous definition.
  • Network to spread the word. But beware, with follow-up! It is no use having 2.500 friends in your professional account, and attending 5 events a month, if you do not cultivate, modulate and use your contacts to, at least, spread your message and position yourself. If you sell them… ..
  • Maintain an attitude of permanent listening in everything related to the service you sell. Only then will you understand what is being asked, as a veneer prior to listening to specific clients.
  • GNUrosity. You have to be GNUrous. Share. Advance with the others. Explore the variants of your service, even with experts from your competition. Share your knowledge to show that your teams are capable not only of selling, but of generating knowledge. Of course ... with a GNU license. Make sure everything you share goes with your signature.



Defining your services is essential. There are many ways to tell what you are capable of doing.

Invent. Surprising. Express. Paint and color.

And listen to your people.


Javier Lopez-Camacho

Javier Lopez-Camacho

Javier is co-founder of Panel Sistemas and Director of the Software and Testing Quality Assurance Area. You can follow him on Twitter , visit your profile at Analysis or contact him via e-mail at this address.

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  1. Miguel A. Nicolao

    As you say, rare, rare, rare product.

    You qualify it as volatile and subjective, so something persistent and objective like "Service Level Agreement" does it seem like a contradiction in terms? (inspired by Groucho Marx.



    Spot on, as always. An ANS is a contract that aims to measure the quality of a service, in a measurable and objective way.

    If the article invited to look for definitions of "service" to check its complexity, looking around for possible models, examples or ANS templates confirms that these terms, without becoming a contradiction, should always be negotiated.


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