A while back I received this question from one of my listeners on the ‘answer is brand’ podcast…

How do you engage with a non-tech person and sell a tech detailed product?

Simon Sinek explained in his ted talk ‘start with why’ that most companies start with the what, how, and why of a product. When it’s actually more important to focus on the why of your product first.

People don’t buy what you do.

People buy why you do It.

It’s not only for the benefit of your company

To answer the question in the simplest terms I can, we need to shift the way we communicate.

It needs to be reposition from the features of the product to a more purpose-filled conversation.

This means that the pronouns of the conversation shift.

Instead of ‘I’ or ‘we’, we utilise ‘you’.

The reason this change functions so well is that it streamlines finding the solution to the problem.

This is preferable to explaining the specs or technical components of the product.

In a sales conversation if you were to list an item’s specs the consumer would eventually ‘switch off’.

One of the best ways to view a company’s method of communicating to its audience is through its website.

How many ‘I’’s or ‘we’s pop up on the website? As opposed to ‘you’?

For example, on our website homepage, the first thing it states is who we are.

On the same page, it comments that “Your success is dependent on you, your team and your client’s confidence in your brand”.

The main reason we have this is due to our brand confidence program.

However, it’s not vital that we communicate the brand element of what we do.

Ultimately, the most important piece of information is that we’re going to solve a problem.

On our homepage, the brand confidence solution statement states “most companies can’t clearly say what they do or give a compelling reason about why you should buy from them. We have a proven method to help you discover your unique competitive advantage so you can start to grow with confidence”.

If you were to analyse this statement, you’d see one prevailing factor.

There are four ‘you/yours/they’ there. And only one instance of ‘we’.

That’s four opportunities for the client to become interested.

Four opportunities to ultimately bring the client into your solution for their problem.

It’s one of the tenets of any kind of communication. You’ll discover this not only in branding but also in copyrighting/marketing.

If they understand what attracts their customers (especially if it’s a technical product) then they’ll tell you what I’ve told you here today.

Switch your focus from a product’s information/features to enabling communication that focuses on the client’s point of view. 

If you have a question about starting, growing, or scaling your business head over here to record and send your question in. It’s not only a great way to promote your business, but it also helps other businesses who might be encountering a similar issue/question to you.