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How would you explain the features of a complex piece of software to a prospect who is not as well-versed in technology?

๐Ÿฆพ Hardware Tech
๐Ÿš€ Career Goals
๐Ÿค“ Sales Tech
30
braintank
Politicker
+6
Enterprise Account Executive
I probably wouldn't. I'd focus on business outcomes (why they should care) before explaining features.
hauru.sales
Arsonist
+8
Sales Enthusiast
Agreed!
JenzRasmussen
Data Center Sales Executive
Agreed with BrianTank^^ Especially in tech sales you wonโ€™t always win by just shoving technical features down a prospects throat. You can differentiate yourself/your product by showing your prospect how your software will: 1. Make them money, 2. Save them money or 3. Mitigate risk. Decision makers care more about business impacts/outcomes than features.ย 
HoldemCaulfield
Politicker
+8
Sales Training & Enablement
Agree with the both above. Leave the complex descriptions for later in the deal when they have questions with implementation or just cut them completely.ย 

The customer doesn't care about your company. They also don't care about your competitors.ย 

They care about how they can solve existing business problems or get to better business outcomes.


ARRyouReadyKids
Politicker
+5
Sr. Account Executive
took the words out of my mouth. If they're not going to understand it, just don't. focus on what they will understand and what they care about.

Often times this is a way i will disqualify them though. I know they don't have the "maturity" for our complex tool, we will often lose to the "easier to use" competitor anyways
Ca
Catdad
Good Citizen
Director of Business Development and Regulatory Affairs
Yep know the prospect. The technical folks on their team will care about the features, but the decision like care about $$ and other business outcomes.ย 
SalesOctopus
Opinionated
+2
Enterprise Business Development Representative
Perfect response. Software tools are helpful to multiple parts of the business, but not every person is going to understand the technical aspects. You should understand the value you add to each aspect of the business, and speak accordingly depending on who you're talking to. Features are important to some folks, others are focused on business outcomes.
MeetsExpectations
Good Citizen
Director of Partnerships
I call BS on this tactic being pushed by sales coaches and trainers. One guy (skip miller) even goes so far as to push reps to never mention the name of their product or what it does. Fucking ludicrous. I understand the value of promoting business outcomes but if you dont explain features and functionality, you might as well be selling magic beans.ย 

To answer the original question - I think you need to practice explaining your product in laymens terms as if you were telling a family member at a party what you do for a living. Give basic examples of who uses the product and in what situation, avoid technical jargon but explain the features WITH the business outcomes for best results.
sa
saleskick
Opinionated
+1
Sales Specialist
Depending on the familiarity of the prospect. it can be easy but at times it can lead to a weird convoย 
hauru.sales
Arsonist
+8
Sales Enthusiast
agreed
swizard
Celebrated Contributor
+9
Sales Evangelist
+1
UrAssIsSaaS
Opinionated
+2
MId Market Sales Manager
Agree with what many others have outlined here, selling business outcomes and solutions to their problems, not features. The only layer I would add is to speak their language. Understand who you are talking to, how they communicate and break down your solution in their language, not yours.ย 
hauru.sales
Arsonist
+8
Sales Enthusiast
speak with their language, thats really important part
softwaresails
Politicker
+4
Sales Manager
Focus on how your program solves their pain(s) not all the features.ย 

Yes you will need to talk about some features but you should be able to talk about it in a way that makes sense to the prospect... and if it doesnโ€™t, you may not be talking to the right people.ย 
sa
saleskick
Opinionated
+1
Sales Specialist
good points!ย 

hauru.sales
Arsonist
+8
Sales Enthusiast
such a good point, thanks!
SalesSage
Opinionated
+4
National Account Manager
Are they going to even understand if you dumb it down and then do you lose out on the value?ย  There must be a way around the specifics that still sell the software.
hauru.sales
Arsonist
+8
Sales Enthusiast
For sure
TheFemaleWolf
Opinionated
+3
Director of Sales
As someone who is not well versed and is currently shopping a sales readiness platform....speak my language, not yours!ย 

Please just focus on the value it will provide to the organization. How will it help us? What kind of ROI will we see? Explain it like Iโ€™m 5. Seriously.ย 
ma
matarshmatar
helpharespls
you are best sellerย 
poweredbycaffeine
Politicker
+7
Bean Juice Drinker | Sales Savant
The software you sell has been designed to solve your customer's problems. Frame the conversation to tie features/functionality to the problems you are solving and suddenly everything becomes tangible.
DustFrog
Valued Contributor
+4
Business Development Manager
Makes hard shit work good. Just tell them what problem that it will solve for them. The trick is just knowing what their problems are.ย 
Beans
Politicker
+5
Account Executive
Analogies to something that resonates, but keep it high-level. If they're not your technical buyer then sell a the value that resonates with them.ย 
Justatitle
Politicker
+7
Senior AE
I usually like drawing comparisons to something they are into or utilize. If theyโ€™re into a sport or if you can relate with metaphors they usually catch onย 
Incognito
Arsonist
+9
Master of Disaster
Doesnโ€™t everyone use a baseball analogy?
Wishbone
Good Citizen
Enterprise Account Executive
Donโ€™t stay high level. Also, if itโ€™s that complex and they are not well versed enough to use said feature, are they really a good prospect for you?ย 
NorthernSalesGuru
Politicker
+5
Account Executive
If youโ€™re focusing on features thatโ€™s one place Iโ€™d work on...

present it as solutions to the problem theyโ€™re solving for the prospective clientย 
MontBlanc
Notable Contributor
+13
Senior Account Executive
It's a cloud-based, API layered, AI-driven, digital transformation platform tailored to your needs by top ex-Google engineers on the blockchain guaranteed to 10x your business.
dryspongebob
Opinionated
+2
Business Development Manager
For people who are not tech-savvy, I focus on the pain point and the cost of doing nothing. Monies are the universal language.
Bd
BdubSE
Good Citizen
Global Manager - Sales Enablement
Focus on what kind of buyer they are- They're a business buyer ofc! Go the route of learning about their business, the business goals, and appeal to it.ย 



Using a lot of storytelling and case studies that are relevant, too!ย 
tmon
Catalyst
+4
Sales Manager
Sell Futures. Not Features.
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