All the reward in creating a product is in the moment you know that the person for whom it was intended finds it useful. Technology is at the frontline of innovation so there is always bound to be a new product whose features are endless and benefits innumerable. However, if you cannot convince people to care about it, all your hard work will have been for nothing.
For traditional buyers, adaptation to innovations is always a hard process. Yet, in spite of their discomfort with technology, you must find a tactful way to get them interested in it. And, not just for your sake, but theirs too, because technology can simplify one’s life a great deal. The place to start when trying to convince a sceptic about new technology is by getting them to understand the cost of ignoring such an opportunity. You achieve this by relating your current scenario to a major event that happened in the past, and the loss of every sceptic at that time. Then, pivot to the fact that if they pass up on this opportunity, they too will miss out in a big way.
For traditional buyers, adaptation to innovations is always a hard process. Yet, in spite of their discomfort with technology, you must find a tactful way to get them interested in it. And, not just for your sake, but theirs too, because technology can simplify one’s life a great deal. The place to start when trying to convince a sceptic about new technology is by getting them to understand the cost of ignoring such an opportunity. You achieve this by relating your current scenario to a major event that happened in the past, and the loss of every sceptic at that time. Then, pivot to the fact that if they pass up on this opportunity, they too will miss out in a big way.
This is a time-tested sales formula: The Past + FOMO (Fear of Missing Out) and, it plays out in three stages. First, relate to the past by reminding low-tech buyers of a time when they came upon a new technology too late. Then, pitch the present by discussing all the wonderful features of your new product. Finally, show them the future, and this is where you use their fear of missing out and expound on all the benefits of your product.
There are several things to bear in mind while engaging the mind of the sceptic.
One: Know how adept the client is with technology to determine whether the person you are pitching to is: a novice, technologically conversant or a true tech enthusiast. Choose the appropriate language that your client will understand, without jargon or buzzwords. Match their tone so you don’t speak above their heads or come across as condescending.
There are several things to bear in mind while engaging the mind of the sceptic.
One: Know how adept the client is with technology to determine whether the person you are pitching to is: a novice, technologically conversant or a true tech enthusiast. Choose the appropriate language that your client will understand, without jargon or buzzwords. Match their tone so you don’t speak above their heads or come across as condescending.
Two: Understand the problems your client needs to solve as well as the goals they want to meet, by listening even more than you talk. With the information you get can go beyond the client’s specific request and even suggest different options that will better serve them both immediately and down the line. The trust you have established will make them more inclined to consider your product, and will likely make loyal customers out of them.
Three: Pitch the business impact, not the technology. Your proposal needs to include the equipment and services you are offering, but it is equally important to focus on how it will impact the client’s business. Will it enable more up-to-date client files, result in quicker order processing, enable employees to work off-site, or reduce downtime? This illustrates the benefits of the technology in a way that the client can understand.
Four: Persuade through storytelling. This will be more memorable than if your pitch only contains information about the technology. No matter how impressive the features of the product are, the client will likely not pay attention if they are buried within 20-minute block-level backups or emergency virtualization. Instead, tell a story about a successful experience another client had with the product. Besides, a reluctant prospect might not trust you, but they will more likely trust other customers, who they usually view as less biased.
Five: Use cold hard data for evidence. While some would be more convinced by another client’s story, other truly sceptical prospects might be better convinced with cold hard data for evidence. It has been said countless times, that the numbers do not lie, so your client might come around if your data supports your narrative.
Six: Give your client multiple choices. Offer them a range of alternatives at varying service levels and costs. Discuss the trade-offs, advantages, risks and impact of each option. Be flexible enough to discuss customized packages and then leave it up to the client to decide what they want, and can afford.
Seven: Speak truthfully and clearly because this will affect the Client’s satisfaction with the product. If the expectation is clearly set, the client will know when the product has delivered like you promised. Do not exaggerate, be clear about the limitations of the product and how they can work around these.
Make sure you are listening to the client, answering their questions directly, and offering all the context they need. Some clients respond extremely well to bluntness. If they express their scepticism, match it.
In conclusion, it is of utmost importance to remember that with a sceptical client you cannot take anything for granted, or rely on your charm or charisma to sell your product. But, above all things you need to have a quality product to be able to say so with utmost conviction.
Make sure you are listening to the client, answering their questions directly, and offering all the context they need. Some clients respond extremely well to bluntness. If they express their scepticism, match it.
In conclusion, it is of utmost importance to remember that with a sceptical client you cannot take anything for granted, or rely on your charm or charisma to sell your product. But, above all things you need to have a quality product to be able to say so with utmost conviction.
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