Sales Tip: How to sell technical products

April 22, 2020
Explaining technical products can get a bit confusing, ask your customers questions to get a feel for how much they understand.

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.

About the Author

Alan Sipe | President, Toolbox Sales and Consulting

Alan W. Sipe has spent the last 42 years in the basic hand tool industry including positions as President of KNIPEX Tools North America, Sr. VP Sales and Marketing at Klein Tools, Manager Special Markets at Stanley Tools and sales management at toolbox manufacturer Waterloo Industries. Currently Sipe is the owner of Toolbox Sales and Consulting specializing in sales strategy, structure, development and training. Sipe can be reached at [email protected] or 847-910-1063. Connect with Sipe on LinkedIn.

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