Through this article, I would like to take you on a trip to India, and give you a tour of how sales happen. Selling technology is an interesting phenomenon to look at, especially in India.
Selling technologies : techniques matter
I was in a mobile store in India and was looking to buy a mobile phone for myself. As I was in the queue to meet one of the salesmen, I saw something amazing. The customer-salesman interaction was basically a speech given by the salesman. Based on the customer’s willingness to pay, the salesman would pick up a phone that fell in that range and start to list all the features for the customer. At the end, I could sense that the customer was confused. Perhaps, he would have ended up thinking if it was really what he wanted to buy, or, was it too sophisticated for his simple use. The customer did see some other models, and again got descriptions from the salesman. There was no deal and the customer left. Since I could not find a proper match for my requirements in that store either, I moved to another shop. This one was way more crowded, and I again had to wait for my turn. I was observing the salesmen again and I made my own hypothesis on why there were more people in this store. The salesmen here would ask people at the very beginning about their requirements, what they actually wanted. One of the customers said, “I am troubled by my phone hanging during every second call that I make”. The salesman quickly picked up a phone and said, “Sir, this one has 2 GB RAM and since it’s a Nokia product, you can be sure that it won’t hang often”. The customer asked the price and after telling him the price, the salesman said “in this range, this is the best one for your requirements”. The deal was done and the product was sold.
In case of the first store, the salesman would begin his monologue like “Sir, it has 8 MP camera, 720 X 1280 pixels display, 16 GB internal memory, 2 GB RAM, dual sim and you can put a microSD card of up to 256 GB”. Now, even though this description includes the one feature that the customer is looking for (say 2 GB RAM), it gets messed up between so many other features which are more or less relevant to him. Moreover, there is very little room left now for a further description of this feature that could satisfy the customer by letting him know that since it has 2 GB RAM, the phone won’t be afflicted with hanging problems. Hence, this “enumeration of all the features” technique, in my view, is not a great methodology to sell technology.
Salesmanship is an art which not every salesman masters.
Selling technology requires this art to be well mastered by the salesforce of a company. Many sales people tend to delineate the features of the product while explaining a product to a potential customer without getting familiar with the actual and precise requirement of the customer. For B2B technology-selling, it is critical to know and comprehend what the business to which we are about to sell a technology, needs. A total unveiling of all the product features is not required in many instances and may end up confusing the customer instead. Just mentioning the right ones shall do the trick. Thus, the description of the product should be propelling enough to create an inclination of the customer towards buying it.