Most people I meet who have founded a tech company are wonderfully passionate about what they do. They have a real fire in their belly for what they are creating.
It is incredibly powerful. In fact, that passion and belief translates into 50% of the sale! That’s because selling is primarily an emotional process.
So how come so many struggle with closing the deal?
Sadly, technical people can often take the wrong path in how they communicate their expertise and their product or service.
One common shortcoming is that they spend too much time talking about what they know and, as a result, fail to connect with their potential buyer or audience.
Sadly, it can lead to a bizarre mismatch in perceptions, with the seller thinking they’ve knocked it out of the park with an awesome technical presentation, without realising the audience has switched off.
I am a technical founder who by default ended up selling as if my life depended on it. Through experience, I became a successful sales person who sold multi-million dollar deals.
One of the insights I’d like to share with you is that when someone says ‘that’s interesting’, it doesn’t mean they are actually ‘interested’.
It is a mistake to respond to that comment by providing more and more information on the product or service. Doing so risks leading you further away from making a sale.
It is far better to take the time to clarify what your audience likes about your solution.
Simply put, regularly pause and ask for feedback. Then discuss that feedback with the people in fornt of you.
Most of the time you will find you need to pivot or change direction on your presentation and that can be scary at first. Be confident - you know your stuff - so you can always backtrack to where you were once you’ve answered questions and continue from there.