hauru.sales
How would you explain the features of a complex piece of software to a prospect who is not as well-versed in technology?
42
I probably wouldn't. I'd focus on business outcomes (why they should care) before explaining features.
Agreed!
Agreed with BrianTank^^ Especially in tech sales you won’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.
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.
The customer doesn't care about your company. They also don't care about your competitors.
They care about how they can solve existing business problems or get to better business outcomes.
The customer doesn't care about your company. They also don't care about your competitors.
They care about how they can solve existing business problems or get to better business outcomes.
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
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
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.
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.
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.
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.
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.
Exactly!
Depending on the familiarity of the prospect. it can be easy but at times it can lead to a weird convo
agreed
+1
Focus on how your program solves their pain(s) not all the features.
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 doesn’t, you may not be talking to the right people.
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 doesn’t, you may not be talking to the right people.
good points!
such a good point, thanks!
Exactly
Are they going to even understand if you dumb it down and then do you lose out on the value? There must be a way around the specifics that still sell the software.
For sure
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.
speak with their language, thats really important part
As someone who is not well versed and is currently shopping a sales readiness platform....speak my language, not yours!
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 I’m 5. Seriously.
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 I’m 5. Seriously.
you are best seller
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.
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.
Are they going to even understand if you dumb it down and then do you lose out on the value?
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.
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.
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.
I usually like drawing comparisons to something they are into or utilize. If they’re into a sport or if you can relate with metaphors they usually catch on
Doesn’t everyone use a baseball analogy?
Don’t stay high level. Also, if it’s that complex and they are not well versed enough to use said feature, are they really a good prospect for you?
If you’re focusing on features that’s one place I’d work on...
present it as solutions to the problem they’re solving for the prospective client
present it as solutions to the problem they’re solving for the prospective client
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.
For people who are not tech-savvy, I focus on the pain point and the cost of doing nothing. Monies are the universal language.
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.
Using a lot of storytelling and case studies that are relevant, too!
Using a lot of storytelling and case studies that are relevant, too!
Sell Futures. Not Features.
I probably wouldn't. I'd focus on business outcomes (why they should care) before explaining features.
I wouldnt, explain how this help them/time save/money saved
One of my colleagues told me that I don't let the other person finish the question and just jump into answering it. And yes I do that because halfway through I understand the question and just dive in. I have been practicing patience since in other places as well.
I would try to focus on life before you built your product (the problem) and hence WHY you built your solution. No need to use jargon or over complicated explanations
Features do not matter... how can you enhance their profit?
41 comment