Ask a lot of questions about how your prospect will use this tool and how it will help them. This will also help you understand how well they are understanding and buying into what you are selling. If they ask how well your super-duper vacuum pump will clean between the seats, you’d better go back to the beginning and start over.
If it is possible and practical, hook your new high-tech product up to a vehicle and walk the prospect through the operation. Hands-on demonstrations will help you get understanding and buy-in. An added benefit is that the customer will be able to use the new product as soon as theirs arrives in the shop.
Another thought to consider when presenting high-tech products is that this should be a one-on-one event. If you have two participants with two different levels of technical understanding, one will be bored, the other won’t know what you are talking about, and neither will likely buy the product. The one who understands nothing will be too embarrassed to ask questions, and the one who knows it all already will probably ask questions that will just confuse the other prospect even more.
