How can you sell complex or technical products in institutional sales?

1 Understand your buyer

The first step in selling complex or technical products in institutional sales is to understand your buyer and their needs, goals, challenges, and preferences. You need to do your research and analysis, using both internal and external sources, to identify the key stakeholders, influencers, and decision-makers in the organization. You also need to map out their buying journey, from awareness to evaluation to purchase, and understand their criteria, pain points, and objections. By doing this, you can tailor your message and approach to each buyer persona and stage, and position your product as the best solution for their problem.

2 Simplify your message

The second step in selling complex or technical products in institutional sales is to simplify your message and make it easy for your buyer to understand and remember. You need to avoid jargon, acronyms, and technical details that might confuse or bore your buyer, and focus on the benefits, outcomes, and value of your product. You need to use stories, analogies, metaphors, and visuals to illustrate your points and make them relatable and memorable. You also need to use clear and concise language, and avoid long and complex sentences that might lose your buyer's attention.

3 Educate your buyer

The third step in selling complex or technical products in institutional sales is to educate your buyer and help them make an informed decision. You need to provide relevant and useful information, insights, and resources that can help your buyer understand your product, its features, its advantages, and its impact. You need to use different formats and channels, such as white papers, webinars, demos, case studies, testimonials, and referrals, to deliver your content and engage your buyer. You also need to use questions, feedback, and check-ins to assess your buyer's level of knowledge, interest, and readiness, and address any gaps or concerns.

4 Align with your buyer

The fourth step in selling complex or technical products in institutional sales is to align with your buyer and build rapport and trust. You need to show that you understand their situation, empathize with their challenges, and respect their opinions. You need to demonstrate your expertise, credibility, and professionalism, and showcase your success stories and social proof. You also need to communicate effectively, listen actively, and respond promptly, and use positive and collaborative language, tone, and body language.

5 Influence your buyer

The fifth step in selling complex or technical products in institutional sales is to influence your buyer and persuade them to take action. You need to use logical, emotional, and ethical appeals to convince your buyer that your product is the best option for them, and that they should act now. You need to highlight your unique value proposition, your competitive edge, and your return on investment. You also need to overcome objections, handle risks, and create urgency, and use incentives, guarantees, and trial offers to motivate your buyer.

6 Support your buyer

The sixth and final step in selling complex or technical products in institutional sales is to support your buyer and ensure a smooth and successful implementation. You need to follow up with your buyer, confirm the details and expectations of the deal, and provide guidance and assistance throughout the installation, integration, and adoption process. You also need to monitor and measure the results and impact of your product, and solicit feedback and testimonials from your buyer. Moreover, you need to maintain and nurture the relationship with your buyer, and look for opportunities to upsell, cross-sell, or renew the contract.

7 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?