The technical language trap

An hour-long presentation, and after it the client nods and asks: “All right, but how does it actually work?”

Talking with clients, I quickly understood that they do not buy technology. They buy a solution to their problems.

A presentation of a system, even the best one in the world, will be weak if you do not speak in plain language. You can talk for hours about advanced features, communication protocols or the devices you have in your offer. The client will still walk out with a head full of questions and without a decision. Because you did not speak in plain language, so he did not hear the answer to his question.

That is why, instead of explaining that “our system can automate the process of setting the temperature thanks to schedules”, I ask the client about his specific pain point: “Does it annoy you that you have to remember to set the heating by hand?”, and then I propose a solution: “When you come home, the system turns the heating on by itself and sets the temperature. No tapping in an app”.

Or I talk about benefits, and instead of listing the sensor parameters I get to the point: “This sensor will not only detect a leak, it will also close the water valve automatically. On top of that you get a notification on your phone when you are on holiday hundreds of kilometres from home. No flood, no renovation and no stress.”

People do not buy specifications. They buy a solution to their problem.

And how do you talk to a client who is still hesitating? 💬
Image, courtesy of Gemini 🤖