Recently, I had the pleasure of attending a friend's retirement party. As is customary, everyone had great things to say about him. It's expected and, truthfully, he was very deserving of the praise. One topic, however, was stated consistently as each presenter came forward to offer tokens from their experiences in the workplace. Many people said he “possesses a great skill in translating very technically complicated issues into everyday (and understandable) language”! Doesn't everyone do that? Apparently, this guy made such an impression on people for this particular skill, that it stood out above all other accolades. So, now I'm recalling numerous meetings I've had and remembering company representatives pitching a product and discussing its technical features. They went on and on about the one of a kind features and how the product will beat out all of the competition. After all of the talk, however, the people in the audience wondered what they had just heard. This experience is all too common in the business world. The conversation level in many of these marketing and sales meetings is conducted so far down into the weeds that its meaning and value are lost on the audience. Potential customers are not going to instantaneously combust if you leave out the fact that the product has the capability to process two simultaneous videos streams at thirty-three frames per second. What is the purpose of the product? Where can it be used? Is it compatible with the way in which my company does business? Do I need a PhD in order to use it? These questions are the ones that are rolling around in the collective mind of the audience. If the conversation continues at this very technical level, very few sales will result. The bottom line is to do the homework on the potential customers. Make certain the information you present addresses the questions and concerns they will have about the product (as it relates to their respective businesses). Make certain to talk about the product using scenarios that allow the customers to see themselves see themselves and their processes. They will make the mental leap forward to assign a value to the product. My friend had mastered the skill of “explaining things” during his long and distinguished career. He mowed down the weeds and spoke to his audience as people and presented solutions that featured the product he was pitching. It sounds simple, but just wait until next Monday, when company X shows up in your conference room talking about how many electrons pass through their device each second of the day.
