Solutions enabled by technologies are not actual sales. Customers purchase what a product can do rather than the actual thing itself. Average salespeople have a tendency to see technology as a physical object, which is why they emphasize its usefulness. The most effective salespeople are aware that their clients are solely interested in the intangible results that technology may produce. The main factor affecting how well salespeople execute is their unique understanding of how technology functions.

Abstract concepts are realized through technology. The effectiveness of technology will increase as more theories are put into practice. As an illustration, my car has a computer chip that helps me drive more effectively. The chip notices the car’s propensity to slip on an ice slick quicker than I can. It immediately transmits signals to the brake anti-lock system so that the car can respond to shifting road conditions before I even become aware of a problem. This simple application is the culmination of theories that span the fields of vision, computer programming, mechanical engineering, and physics. To explain how this all came about would take a lot of time. I just need to know that if I buy a car, it will make me a more “secure driver”.

Higher abstraction corresponds to more advanced technologies. Selling abstractions entails more than just comparing benefits. It is important to link the technological capabilities to the benefits of technology that cannot be measured. Only when I am aware of how it improves my driving do I understand the significance of the computer-controlled anti-locking device in the car. I find it difficult to understand the advantages if the salesperson solely discusses anti-locking brakes. I won’t believe her if she claims that I’ll improve my driving skills without explaining how. In order for me to consider the technology, she should assist me understand how the application of technology and the results that are essential to me are related.

The core of selling value is the transformation of abstract theories into real-world applications that offer tactical advantages. When a client thinks a technological solution will help them achieve their objectives, value is created. Integrating the learning process with the decision-making process is crucial for gaining your customer’s trust.

When necessary, the salesman must provide the consumer with accurate information. Additionally, it must be done in a way that enhances the customer’s understanding of the need, urgency to buy, and enjoyment of the product.

When we take into account the constant pace of change that is built into every technology solution, the information puzzle becomes increasingly difficult to solve. It gets increasingly difficult to stay up to date and knowledgeable about the newest technology as the field of application grows. Salespeople’s access to information as they promote a technology product is ever-evolving. Technology evolves. The outdated is replaced by new technology. Competitor products are updated. Markets grow. Every new discovery has an impact on how consumers buy and how to best market a product.


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