In the realm of technology, it's easy to get lost in the jargon and forget the audience we're addressing. As I highlighted in my previous article, "The Art of Tech Talk," it's crucial to simplify our language, not just in digital communication, but in everyday interactions as well.
I recently witnessed a salesman in a computer store, impressing an elderly couple with his extensive technical knowledge. He spoke about clock speeds, compared processors, and demonstrated the 3-D graphics capabilities of the computer. He mentioned the 56K, V.90 modem, the option of a DVD ROM, and the possibility of upgrading from 64MB of RAM to 128MB of RAM.
While his product knowledge was impressive, his understanding of the customer was lacking. He didn't listen to the couple's needs or concerns. They politely thanked him for his time and moved on to explore other products. Unfazed, the salesman moved on to another couple, repeating his tech-heavy spiel.
A different salesman approached the same elderly couple, who were initially hesitant, likely fearing another onslaught of technical terms. Instead of launching into a product description, he asked them what they were looking for. Over the next half hour, he learned about their interests, their family spread across the globe, and their desire to stay connected with their loved ones.
He didn't mention DVD, RAM, ROM, clock speed, or pixels. Instead, he explained the simplicity of email, the ability to search the internet for their favorite history topics, and how they could join online cooking groups. He spoke about the possibility of sending and receiving photos, which excited the couple who were eager to see pictures of their grandchildren growing up in Australia.
The second salesman communicated the same information as the first, but in a language the couple could understand. He sold them on ideas they were interested in, and by the end of their conversation, they had purchased over three thousand dollars worth of computer equipment.
This story illustrates the power of simplifying technical language, or "Tech Talk," as I discussed in my previous article. This approach can significantly impact sales, both in-store and online. While there will always be a need for technical language, it's essential to know your audience.
Many sales are lost because the seller, in an attempt to impress, confuses the audience with technical jargon. The first step to effective communication is listening to the questions being asked. Even better, ask questions that will provide information about the prospective buyer.
The most successful salespeople are those who sell a product the customer needs, not just something they're impressed with. This approach leads to repeat sales because the customer knows their needs will be met, and they won't be burdened with unnecessary peripherals that will only collect dust.
In conclusion, the art of "Tech Talk" is not about showcasing your technical knowledge, but about understanding and addressing the needs of your audience.
The Art of Sales: Merging Online and Physical Retail
In the modern era of digital commerce, there's a common misconception that online shopping will soon eclipse traditional brick-and-mortar retail. However, this couldn't be further from the truth. While e-commerce is indeed growing, the sight of bustling shopping malls on weekends is a testament to the enduring appeal of physical stores. Major retailers like J.C. Penney, Zellers, and Wal-Mart are not closing shop but rather expanding and innovating. This article explores the importance of blending e-commerce and storefront sales for a successful retail strategy.
The Language of Specialization: A Barrier to Understanding
The language of specialization, whether it's the "stream of consciousness" in English literature or "market maximization" in economics, often becomes a barrier to understanding for those outside the discipline. This specialized jargon can seem convoluted and not worth the effort to understand for those not directly involved in the field. This isolation may provide a sense of safety for the experts, but it also risks alienating the audience.
