Sometimes technical sales people have to present their sophisticated products to a customer or prospect who does not really understand the technical significance of the product features. Unless a clear need has been established, so that technical features are translated onto customer benefits, little or no value is associated with the product. This can lead to a lack of appreciation for the product and questions about price that are pre-mature.

Recently I went into a computer store to look at notebook computers.

I started the conversation with, “I want a notebook computer that weighs four pounds or less and has the Windows XP operating system.” The sales person began showing me computers.

He never asked how I planned to use the computer, how much I would use it at my desk versus on the road, what I liked about my present notebook and what I wish it would do better.

He focused on two computers in stock, based on my two criteria. One was a display model. As he explained the features of each, I got bogged down in technical details, which I didn’t fully understand. So I started focusing on the price. I thought the discount should have been higher, so I postponed the decision.

What if the conversation had gone something like this?

Me: “I want a notebook computer that weighs no more than four pounds and uses Windows XP.”

Him: “Okay, let’s see if I can help you find what you want. Please tell me how you are going to use this computer. Are you on the road a lot?”

Me: “No, but when I am, I frequently don’t take my computer. It’s too heavy, and very inconvenient to take through airport security. I am out of my office a lot locally, and would like to use my computer more around the metro area. I do a lot of PowerPoint and video presentations on my computer.”

Him: “So a lighter computer would help you both when you travel and locally when you’re out of the office?”

Me: “Yes. And my present notebook gets bogged down too often.

Him: “Probably from the video in your presentations. You probably need more memory.

See how this is going?

This imaginary sales person asked me open ended questions: “How are you going to use this computer?” He paraphrased back to me what he heard to show he understands. As he collects information about what I need and want, he can be mentally matching it up to the notebook computers in his inventory. After collecting the information, he will find out whether or not he can help me, and can present options based on what I want and need, saving both of us time.

The old adage still prevails: “Features tell; benefits sell.”

Sell More — Serve Better

J. Mark Walker