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How to Sell Technology to a Sceptic.

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.

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