The above also holds true in the world of software or technical demonstrations. The key difference is that you don’t get a prize for coming in 2nd in the business world. Your prospect often judges you and eventually decides purely based on how well you have presented your solutions. Within a limited time, your solution engineer, pre-sales consultant or solutions architect therefore has the arduous task of delivering the presentation at least 2% better than the competition to stand out.
We call this ‘The 2% Factor’.