Selling innovative products in technical sales can be challenging, especially if your customers don't understand the value of your solutions. How do you overcome their objections and convince them to buy from you? Here are some tips to help you communicate the benefits of your products and address the common barriers to innovation adoption.
Before you pitch your product, you need to research your target market and identify their pain points, goals, and preferences. What are their current challenges and how does your product solve them? What are their decision-making criteria and processes? How do they perceive innovation and what are their expectations? By knowing your audience, you can tailor your message to their specific needs and interests, and avoid using jargon or technical terms that might confuse them.
They don't want it. If prospects don't think there's value in a product, it's because they don't think the challenge is important enough to solve, ahead of all their other priorities. Go back to selling the challenge. Make it bigger than they thought, with wider reaching implications. Before you even get to talking about your product, sell the challenge and quantify it. The prospect should be saying "Yes-this is a big challenge but we don't know what the answer is.." before you get to your solution.
One of the main reasons why customers don't understand the value of innovative products is because they lack the knowledge or awareness of the problem or the solution. Therefore, you need to educate your customers about the market trends, the opportunities, and the benefits of your product. Use stories, case studies, testimonials, and demonstrations to show them how your product works, how it differs from the alternatives, and how it can help them achieve their desired outcomes. Make sure you focus on the value proposition and the return on investment, not just the features and specifications.
Another reason why customers don't understand the value of innovative products is because they have doubts, fears, or objections about adopting them. They might worry about the risks, the costs, the compatibility, the support, or the reliability of your product. Therefore, you need to address their concerns and overcome their resistance. Anticipate the common questions and objections they might have and prepare clear and confident answers. Provide evidence, guarantees, incentives, and testimonials to reassure them and reduce their perceived risk. Emphasize the urgency and the opportunity cost of not adopting your product.
A third reason why customers don't understand the value of innovative products is because they don't feel engaged or involved in the process. They might feel overwhelmed, indifferent, or skeptical about your product. Therefore, you need to involve your customers and make them feel part of the solution. Ask them open-ended questions, listen to their feedback, and acknowledge their opinions. Invite them to try your product, ask for their input, and co-create value with them. Show them how your product can be customized, integrated, or improved to suit their needs and preferences.
A final reason why customers don't understand the value of innovative products is because they don't get enough support or guidance after the purchase. They might feel abandoned, frustrated, or disappointed with your product. Therefore, you need to follow up with your customers and ensure their satisfaction and loyalty. Provide them with training, resources, and tips to help them use your product effectively. Check in with them regularly, ask for their feedback, and offer them additional value or services. Show them how your product can evolve, adapt, or expand to meet their changing needs and goals.
Stop focussing on the 'widget' or features and how they work...focus on the outcomes they provide for your clients. Firstly you need to show them the value of adopting a new way of working, because you can then educate them on how it works and why the particular technical innovation you're providing is superior. It has to go that way around. If you're not connecting your innovation to a real customer need, it doesn't matter how great the innovation is, they won't buy it!