How can you overcome resistance to change from technical buyers?

1 Understand their needs and goals

Before you pitch your solution, you need to understand the needs and goals of your technical buyer. What are their pain points, challenges, and priorities? What are their criteria for evaluating solutions? What are their expectations and concerns? You can use open-ended questions, active listening, and empathy to uncover their needs and goals, and show them that you care about their situation and perspective. You can also use their own language and terminology to demonstrate your credibility and respect for their expertise.

3 Address their objections and risks

Technical buyers may have various objections and risks that prevent them from making a decision or changing their status quo. They may question your solution's reliability, compatibility, security, or performance. They may also worry about the cost, time, or effort required to implement, maintain, or upgrade your solution. You need to anticipate and address these objections and risks proactively, and show them how you can overcome or mitigate them. You can use testimonials, case studies, demonstrations, or trials to provide evidence and proof of your solution's effectiveness and value. You can also offer guarantees, warranties, support, or training to reduce their risk and increase their confidence.

4 Involve them in the decision process

Technical buyers may not be the only or the final decision-makers in their organization, but they are usually influential and important stakeholders. You need to involve them in the decision process and make them feel valued and respected. You can ask for their feedback, input, or suggestions on your solution, and show them how you can customize or adapt it to their specific needs or preferences. You can also leverage their influence and expertise to help you persuade other decision-makers, such as the economic buyer or the end user. You can ask them to endorse, recommend, or champion your solution to their peers, managers, or subordinates.

5 Follow up and nurture the relationship

Technical buyers may not be ready or willing to buy from you right away. They may need more time, information, or assurance before they commit. You need to follow up and nurture the relationship with them until they are ready to buy. You can use email, phone, or social media to stay in touch and provide them with valuable and relevant content, such as articles, white papers, webinars, or podcasts. You can also use these channels to remind them of your value proposition, address any new or remaining objections or risks, and create a sense of urgency or scarcity. You can also use referrals, incentives, or discounts to motivate them to take action and close the deal.

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?