You’ve got a great new tech product or service on the market, but if you’re noticing that your sales are lackluster, chances are you may have fallen into a trap that plagues many tech companies.
While there is something to be said for speaking to the early adopters and the tech marketplace, the majority of your sales will come from the regular folks, the ones who are intrigued by technology but may not necessarily understand just how it works.
The urge to get under the hood and explain the intricate inner workings of your product is strong. It makes perfect sense to you, and as someone who is tech savvy, you want to know that information.
However, the key is knowing and understanding your core consumers. They want the latest gadgets, and they want to know what they do, but if they don’t understand what you’re trying to impart, chances are they will leave confused.
In order to bridge the technological gap, it is vital to hit on a few key premises.
- Focus on the Benefits. The old WIIFM (What’s In It For Me) adage definitely applies. Your customers want to know what this product or service is going to do for them on a personal level, in language they are going to understand. For example, instead of expounding on the benefits of a 32 gig smartcard and how it works, tell them they can store 4,000 songs on that device. Translate the benefits into real world WIIFM’s.
- Break it Down. Take a tech concept, and break it down into easy to digest pieces of information. The 5 Why’s concept is very helpful here. Start with a complicated description and then answer five different questions about why your product or service is necessary and what it does. This will distill complicated information down into easy to understand concepts.
- Talk “To” Not “At” Your Customers. Those who are not tech savvy may feel as though they are lacking in some way and they don’t appreciate being reminded of all that they don’t know or understand. Find a friendly voice for your descriptions and create a conversational tone.
Learning how to translate tech speak into everyday language takes some time, but with practice, you can perfect your approach and find a way to serve all the different facets of your customer base, from the hyper-geek to the everyday Joe.