Q. Sometimes when I’m presenting to clients, I sense that the
customer tunes out. Is there a better way to communicate with a
customer or engage them? A. Salespeople get caught up in the
hype of their own product and lose touch with their client’s
reality sometimes. You may be an expert in your field, but you
have to assume the client is not. Most clients do not speak
tech-ese, so you have to couch the conversation in language that
is familiar.

Q. In high tech sales situations, what are some ways of
obtaining better results on sales calls? A. Start by shifting
the focus from you to your client. Instead of presenting
information to a client on your first sales call, try asking the
client what expectations they have for the meeting. You can
build a list of desired results from their answer. Try using
questions that put the client in the driver’s seat. For example,
“What would you like to learn more about?” or “How can I help
resolve these issues?”

Q. Are clients actually put off by technical language? A. It
depends, because there are instances when it is appropriate. If
you’re speaking to a technical person who expects you to inform
them about these aspects, go ahead. In many cases, the decision
maker is not technical, so speaking in terms the client does not
understand wastes their time. Even worse, they feel
uncomfortable. Do you know anyone who would buy under these
circumstances? There is no easier way to lose a sale then
alienating a client.

Q. What’s the best way to speak about a technical product to a
non-technical person? A. Refrain from using acronyms and
technical jargon. Some common words that are not generally
understood are IPSEC, T-1s, WIFI, Routers. Concentrate on the
problem they need to fix or the result they want to achieve. If
the client needs a technical description, they’ll ask for it.
Otherwise, avoid using these words.

Q. What are some other key ways I can improve the sales
experience for my clients? A. You need to humanize the sales
experience. Once you learn to communicate in ways that relate to
and reach they client, you regain your most distinguishing
feature – yourself. Shorten your presentations by focusing on
the capabilities and solutions you can provide in the client’s
unique business environment. Learn to listen closely, catch key
phrases, and hone in on their needs, not your own sales agenda.
Incorporate business terms that are meaningful to the client in
your dialogue.

Q. Do you think the first meeting with a prospective client
should be a fact-finding interview? A. That is one way of
thinking about it. Keep in mind clients don’t consider your
products and services just for the heck of it. They either have
a problem they need to fix or a result that must be achieved.
The salesperson’s job is to use questions to uncover their
business challenges and concerns. The goal in the first meeting
is to set the foundation to build a relationship.

Q. When I’m presenting my high tech solution, how do I position
it to come across persuasively so that the customer wants to
purchase it? A. Don’t simply explain what your product does and
how it works. Present the value it brings to their business. For
example, most salespeople would sell a high-speed internet
connection that claims to be x times faster, rather than selling
a solution that allows the client to process orders at a higher
rate resulting in increased revenues. Demonstrate the benefits
by linking back to how it will solve problems and achieve
results.