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How can you explain your software value proposition to customers unfamiliar with industry jargon?

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You have a great software solution that can help your customers solve their problems, improve their performance, and achieve their goals. But how do you communicate its value to them in a clear and compelling way, especially if they are not familiar with the industry jargon, acronyms, and technical terms that you use? Here are some tips to help you explain your software value proposition to customers who speak a different language than you.

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Thomas LEE

International Leadership | Technology, Innovation, Digital, AI | Growth, Transformation & Winning | Business Advisor |…

1 Understand your audience

Before you start pitching your software, you need to understand who your audience is, what they care about, and what they already know. Do some research on their industry, their challenges, their needs, and their preferences. Ask them open-ended questions to learn more about their pain points, goals, expectations, and decision-making process. Use their words and phrases to show that you understand their situation and empathize with them.

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Thomas LEE

International Leadership | Technology, Innovation, Digital, AI | Growth, Transformation & Winning | Business Advisor | People & Diversity. Talks about #leadership #AI #Digitaltransformation #growthmindset
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Understanding your audience is paramount. Research their industry, pain points, and goals. Ask open questions to uncover insights and actively listen to understand their needs. Personalize your pitch to resonate with them. This approach builds rapport, increases trust, and ultimately leads to successful sales. In a competitive landscape, the art of understanding sets you apart and drives meaningful connections with potential customers.

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Dany Capodieci

Fractional Sales Leadership | GTM Strategy & Outbound Sales Execution | Helping Founders Scale from Founder-Led Sales to Repeatable Revenue ??
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Gauge the technical experience of the people attending your meeting to establish a baseline. You can do this by reviewing their LinkedIn profiles ahead of time &/or make this an opening talking point. Always meet your auidence where they're at. If you must use technical jargon, pair the jargon with layman's terms. Be ready to follow up with simple language that anyone can understand. Also remember that avoiding tech jargon is always a good idea. Avoid showing off. Technical people who want more detail will take you there with their questions. Starting high level & breaking down very technical convos into simple language is a skill. If you use this approach, you can easily address every technical level of your audience.

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Nathan Turajski

Sr. Director, Product Marketing | Informatica | Data & AI Governance
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If there's a reason to believe your target persona can't understand you, you can either explain concepts using metaphors ("data is the new... oil, gold, etc.") or consider it's not the right audience for industry jargon to be used. Each audience needs to be tuned to the proper frequency--a line of business owner may need to understand plain-English business benefits whereas a CIO needs to qualify capabilities that deliver value. Know your audience, business, technical, influencer, etc. and create your message in their voice and why they should care.

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2 Simplify your message

Once you have a clear picture of your audience, you need to simplify your message and focus on the benefits, not the features, of your software. Avoid using jargon, acronyms, and technical terms that your audience may not understand or may confuse them. Instead, use simple, concrete, and relevant language that demonstrates how your software can help them achieve their desired outcomes. Use examples, stories, analogies, and visuals to illustrate your points and make them more memorable.

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Thomas LEE

International Leadership | Technology, Innovation, Digital, AI | Growth, Transformation & Winning | Business Advisor | People & Diversity. Talks about #leadership #AI #Digitaltransformation #growthmindset
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Crafting clear software value propositions is crucial, yet industry jargon often confuses rather than clarifies. - The Pitfalls: Technical jargon alienates potential customers, hindering communication & engagement. - The Power of Simplicity: distills complex concepts, fostering understanding & connection beyond expertise. - Nuance & Expertise: Strategic use of technical terms enhances credibility without overwhelming the audience. - Striking the Balance: Achieving simplicity requires empathy, humility, and continual refinement. In simplifying software value propositions, we unlock their full potential & forge meaningful connections with customers.

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3 Address their objections

Even if you have a clear and simple message, your audience may still have some objections or questions about your software. They may wonder how it works, how much it costs, how long it takes to implement, how secure it is, how compatible it is with their existing systems, or how it compares to other solutions. Anticipate these objections and address them proactively and confidently. Explain how your software solves their specific problems, how it delivers value for money, how it minimizes risks and disruptions, how it meets their standards and requirements, and how it stands out from the competition.

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4 Show proof

One of the best ways to convince your audience of your software value proposition is to show them proof. This can include testimonials, reviews, ratings, case studies, demos, trials, or guarantees. Use these proof elements to showcase the results and benefits that your software has delivered to other customers who are similar to your audience. Highlight the metrics, outcomes, and feedback that matter most to them. Show them how your software can help them achieve similar or better results.

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5 Call to action

Finally, you need to end your pitch with a clear and compelling call to action. This is where you tell your audience what you want them to do next and why they should do it. Depending on your goal, your call to action can be to schedule a demo, sign up for a free trial, request a quote, download a brochure, or contact you for more information. Make sure your call to action is specific, easy, and urgent. Give them a reason to act now and not later.

By following these tips, you can explain your software value proposition to customers who are unfamiliar with industry jargon in a way that resonates with them and persuades them to take action.

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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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Thomas LEE

International Leadership | Technology, Innovation, Digital, AI | Growth, Transformation & Winning | Business Advisor | People & Diversity. Talks about #leadership #AI #Digitaltransformation #growthmindset
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In the competitive world of software sales, innovation is paramount. Combining the credibility of thought leaders with early C-level alignment disrupts traditional tactics. Thought leaders bridge technical complexity with layman understanding, while C-suite involvement ensures strategic vision and accelerates decision-making. Together, they cultivate trust, drive adoption, and redefine success in software sales.

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How can you explain your software value proposition to customers unfamiliar with industry jargon?

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6

1 Understand your audience

2 Simplify your message

3 Address their objections

4 Show proof

5 Call to action

6 Here’s what else to consider

Enterprise Software

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How can you explain your software value proposition to customers unfamiliar with industry jargon?

1

2

3

4

5

6

1 Understand your audience

2 Simplify your message

3 Address their objections

4 Show proof

5 Call to action

6 Here’s what else to consider

Enterprise Software

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