If your prospective customers are mainly technical types—IT professionals or engineers, for example—use these tips to improve your selling success:
Establish authority. Technical types prefer to rely on standards whenever possible. Show them how the facts and the experts support your sales message. Include statistics to back up your words.
Understand their influencers. Techies' frequently make buying decisions as a group. They may rely on suggestions from designers or end users, for example. When you understand who else has a virtual seat at the table, you can incorporate and address those concerns.
Prove your credibility. Let techies know that you are selling an industry standard. Back up your claims with testimonials from satisfied customers.
Present adequate data. Create detailed data sheets, operating notes and application sheets. Offer a buyer's guide that identifies the steps leading up to a buying decision. Be sure to use your buyers' language—not the language of your marketing department.
