Sales: How to Get Even The Technical Guys to Sell

1. When determining how to get technical salespeople to sell your product, the first step is calibrating their focus. They need to understand that while they may love that their product or service features an industry-leading feature, unless the buyer is exited about that particular feature, it doesn’t matter. They need to be able to put themselves in the shoes of the prospect, understand what they perceive as being of value, then position their solution in such a way that the technical features help the prospect accomplish their goals.

And, by the way, they can skip the in-depth features presentation unless the buyer wants to see it. This is very key!

2. Teach your technical salespeople the fundamental difference between features and benefits. As basic as that may sound, in many very technically-driven industries, we see that there is a lack of understanding of these fundamental sales concepts.  Just to be clear, let’s take a look at the formal definitions of each.


Technical Sales.

The Difference Between Features and Benefits

  • Features are defined as the technical abilities of a product and what the product can actually do for its user.
  • Benefits, on the other hand, are why these features are useful for the buyer. Entrepreneur says that benefits are what answers the question “what’s in it for me?”

3. Focus your corporate training on selling skills training instead of product training. In many organisations, especially ones with operationally-driven cultures, the internal speak is all about new products, new features and new engineering. Unfortunately, that generates a situation in which the sales culture is polluted in that it’s only internally-focused.  Providing sales skills training overcomes that challenge.

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