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What are the most common mistakes in negotiating with technical customers?

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Negotiating with technical customers can be challenging, especially if you are not well-versed in their language, needs, and expectations. Technical customers are often looking for specific solutions, features, and benefits that match their problems and goals. They may also have higher standards, more questions, and more objections than non-technical customers. To avoid losing their trust, interest, and business, you need to avoid some common mistakes in negotiating with them. Here are some of the most frequent ones and how to overcome them.

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Amin Nagib

General Manager National Machinery Company

1 Not doing your homework

Before you enter a negotiation with a technical customer, you need to do your homework. This means researching their industry, company, project, and pain points. You also need to understand their technical requirements, preferences, and constraints. You can use various sources, such as their website, social media, online reviews, case studies, white papers, and blogs, to gather relevant information. Doing your homework will help you tailor your presentation, anticipate their questions, and address their concerns.

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Kaustubh Shinde

I help purpose-driven teams mint monies!
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Not understanding the technical aspects of your product or service can lead to a loss of credibility. Technical customers expect you to understand and clearly explain how your solutions meet their specific technical needs. Without sufficient preparation that comes from homework, we are bound to fail or fair unsatisfactorily.

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2 Not demonstrating value

Technical customers are not interested in vague promises, generic features, or flashy presentations. They want to see how your solution can solve their specific problem, improve their situation, and deliver value. To convince them, you need to demonstrate value in concrete terms. This means showing them how your solution works, what benefits it offers, and how it compares to other options. You can use various methods, such as demos, testimonials, case studies, and ROI calculations, to demonstrate value. You also need to highlight your unique selling proposition and competitive advantage.

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3 Not listening and adapting

Negotiating with technical customers is not a one-way communication. You need to listen to their feedback, questions, and objections, and adapt your presentation accordingly. You also need to respect their opinions, preferences, and expertise, and avoid talking down to them or contradicting them. Listening and adapting will help you build rapport, trust, and credibility with your technical customers. It will also help you uncover their hidden needs, motivations, and expectations, and adjust your offer to meet them.

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4 Not handling objections effectively

Technical customers may have more objections than non-technical customers, because they are more skeptical, analytical, and detail-oriented. They may challenge your claims, ask for evidence, or point out flaws or gaps in your solution. To handle their objections effectively, you need to be prepared, confident, and respectful. You need to acknowledge their concerns, provide clear and factual answers, and address their underlying issues. You also need to avoid being defensive, aggressive, or dismissive, and focus on finding common ground and solutions.

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Amin Nagib

General Manager National Machinery Company
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In my humble opinion, the fatal mistake in negotiations with technical people, is to pretend that your are technically competent and urgue as if you are more knowledgeable than thou,, as a professional salesman who is reasonably knows the essential technicalities of the product, you can only say I am so sorry Mr customer I need to consult with our specialist person in the company and get back to you, continue your discussion demonstrating all the values of your prodcut with a promise to get back to the customer with the proper answer

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5 Not closing the deal

The final mistake you can make in negotiating with technical customers is not closing the deal. After you have presented your solution, demonstrated value, listened and adapted, and handled objections, you need to ask for the sale. You need to summarize the key points, benefits, and value of your offer, and propose a clear and actionable next step. You also need to overcome any remaining hesitation or resistance, and provide incentives or guarantees to seal the deal. You should not assume that your technical customers will make the decision on their own, or that they will follow up with you later. You need to take the initiative and close the deal.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the most common mistakes in negotiating with technical customers?

1

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3

4

5

6

1 Not doing your homework

2 Not demonstrating value

3 Not listening and adapting

4 Not handling objections effectively

5 Not closing the deal

6 Here’s what else to consider

Presentations

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What are the most common mistakes in negotiating with technical customers?

1

2

3

4

5

6

1 Not doing your homework

2 Not demonstrating value

3 Not listening and adapting

4 Not handling objections effectively

5 Not closing the deal

6 Here’s what else to consider

Presentations

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