Explaining Technical Products to Nontechnical Buyers

When selling technical products, take the responsibility to ensure that customers understand your features. Let customers know up front that if they do not understand something, it is because you did not explain it properly. You win when customers feel smart.

Two issues affect how smart you need to make customers feel. The first issue involves how easy it is for customers to accept that a feature produces the benefit the way you described it. For instance, it is difficult to accept on face value that 800 MHz computers process information 50 percent quicker than 600 MHz computers. After all, their 200 MHz difference suggests they would be 33 percent, not 50 percent faster. Yet, it is easy to understand how a computer with 128 MB of RAM has twice as much RAM as one with 64 MB.

The second issue is the technical expertise of the customers. The greater the gap between your technical expertise and that of you customers, the more you should explain concepts in their jargon. Conversely, if your customer has a strong technical background, you do not need to elaborate as much.