Are You Technologically Tongue-Tied

By Ray Dreyfack

High-speed access, broadband services, wireless protocol, colocation, security filtering…can you define all these terms? If not, welcome to the club. In a technology-centered world, selling has become more complex by the day. What to do about it? Heed the counsel of Brick Wall Motivation founder Curt Tueffert.

Understand Technical Buyers. The better you know technical buyers, the more effectively you will be able to deal with them. Buyer motivation varies in differing technical situations. One tech buyer has a user focus, another centers on economics, a third functions more as a coach. Pinpoint the key motivations and you can tailor your approach accordingly.

Identify the Gatekeepers. A critical function of many tech road-blockers is to screen out reps like you. In a nutshell, they’re in the sales prevention business. Their job is to spell out reasons why your sales goals don’t mesh with their qualification standards and specs. The trick isn’t to work against the gatekeepers but to get them on your team.

Anticipate Technical Stumpers. Prepare in advance and you won’t wind up surprised – and embarrassed – when complex questions are hurled at you. Your task is to prove to buyers that they need your product or service; the gatekeeper’s goal is to uncover reasons you’re not right for the job.

Outsmart the Competition. Tech selling is like hockey. The better you understand your competitor’s game, the more shots you will get past the goalie.

Source: Curt Tueffert, Brick Wall Motivation, 3307 Plymouth Pointe Ln., Missouri City, TX 77459, 281/798-8973.