| Many companies are looking to improve
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| | get caught up in the innovation and
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| upon the speed, security, and
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| | creativity the product may provide rather
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| accessibility of business technologies,
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| | than focusing on the client's needs.
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| especially satellite and broadband
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| | Typically, a salesperson approaches the
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| connections to the internet. While
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| | client with a laundry list of questions
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| customers are becoming more savvy, many
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| | or a lengthy Powerpoint presentation.
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| don't speak 'tech-ese,' and they still
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| | Sometimes the questions are canned, or
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| are baffled by terms such as routers,
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| | the presentation is a reflection of the
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| IPSEC, T-1s, WIFI, and broadband. While
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| | salesperson's agenda. The questions or
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| these buyers may have a genuine interest
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| | presentation are designed to steer the
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| and need for the products they
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| | conversation towards the highlights of
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| investigate, more often than not their
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| | the products for sale or the expertise of
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| sales experience ends up a frustrating
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| | the salesperson.Turn the Tone from an
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| and confusing one.Don't Talk
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| | Interview to a ConversationInstead of
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| Tech!Salespeople are often caught in the
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| | assuming knowledge of the client's needs,
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| hype for their own products. It's easy
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| | I recommend a salesperson begin the first
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| to lose touch with a client's perspective
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| | meeting by asking the client about their
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| with this approach. The other major
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| | expectations. I also advise them to
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| blunder a tech salesperson may make is
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| | cancel the list of leading questions.
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| their need to be perceived as experts in
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| | Replace this with a list of results the
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| their field. Talking tech to the point
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| | client desires and their potential
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| of no return does not usually yield a
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| | business challenges. Shifting the focus
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| promising sale. How does one handle the
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| | from the salesperson to the client will
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| tendency in tech sales to "show up and
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| | change the tone of the meeting from an
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| throw up?" It is critical to address
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| | interview to a conversation.Ask the Right
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| ineffective sales approaches in the tech
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| | QuestionsThe art of selling is still
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| market, because these mistakes are often
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| | about asking good questions. They simply
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| the most significant barriers to high
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| | must be framed with a different purpose.
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| performance.Communicate Don't
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| | Try building in questions that put the
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| BaffleBringing the human side to selling
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| | client in the driver's seat. For
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| high tech products is not easy, but it
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| | example, 'What would you like to learn
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| must enter into the equation or else a
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| | more about?' or "How can I help resolve
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| salesperson's success is at risk.
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| | these issues?' These questions can
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| Communicating with clients, not baffling
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| | generate a host of answers that relate
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| them, is key to building long-term
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| | back to the product and the solutions
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| relationships. Technology is evolving,
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| | technology offers.Shortened presentations
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| and the customer needs to become aware of
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| | that focus on companies' capabilities and
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| the new technology and not be intimidated
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| | how to expand them through technology
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| by it.Focus on Client NeedsI conduct high
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| | help close deals. Info dumps are a bore
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| technology sales training throughout the
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| | and can even damage the sale process
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| United States for a variety of clients.
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| | because the customer is not engaged. If
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| For sales professionals in the high tech
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| | high tech salespeople lose themselves in
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| field, I often stress the need to shift
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| | touting the capabilities of the product,
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| the focus from the salesperson to the
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| | they lose their most distinguishing
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| client. This is difficult, because
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| | feature - themselves.
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| products are complex, and sales people
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