It’s no secret that the world is becoming increasingly digitally advanced – even basic household appliances come equipped with some level of “smart” technology. But what happens when you’re operating in an industry that’s resistant to change, with customers who are suspicious of tech innovations? Selling high-tech products and services to low-tech folks can seem like a daunting challenge. However, fear not, dear reader: with a little finesse and a lot of patience, it IS possible to get the Luddites on board. Here are our top five tips for making the sale.
Tip 1: Ditch the Jargon
We get it. You’re excited about your product features, and you want to discuss them in detail with your potential customers. But when you’re pitching to people who aren’t familiar with technical language, it’s important to use plain English. Avoid using industry-specific terms that are likely to go over their heads. Instead, focus on describing the benefits that the technology can bring to their daily lives. Frame your pitch around what they stand to gain, not the bells and whistles of the gadget itself.
Tip 2: Build a Relationship
People tend to do business with people they like and trust. This is especially true in environments where the tech industry is viewed with suspicion. Take the time to listen to your customers and understand their concerns. Show them that you have their best interests at heart, and that you’re genuinely invested in solving their problems. If you can establish a relationship of trust, you’ll be much more likely to close the sale – and gain valuable word-of-mouth referrals down the line.
Tip 3: Provide Hands-On Training
If you’re selling a piece of software or hardware that requires a bit of technical know-how, don’t expect your customers to figure it out on their own. Offer hands-on training sessions or webinars that take them step-by-step through the process. This can help ease their anxiety around using new technology, and also demonstrates that you’re dedicated to their success. Plus, it gives you an opportunity to show off your product in action – always a good thing!
Tip 4: Find Common Ground
Even if your customers are skeptical about the benefits of technology, chances are they have some level of interaction with it in their day-to-day lives. Ask them about their experiences with other tech tools or processes, and try to find common ground. Perhaps they use a particular app on their phone that makes their life easier, or they have an interest in a specific type of gadget. Use these areas of overlap to build a bridge to your product or service, and highlight how it can make their lives even better.
Tip 5: Emphasize Security
One of the biggest concerns that low-tech folks have about technology is security. They worry about data breaches, hacking, and identity theft – and with good reason. As a high-tech seller, it’s your job to assuage these fears. Be transparent about your security protocols, and offer detailed explanations that put their minds at ease. Highlight the ways in which your technology can actually enhance their security, such as encrypted data transfer or multi-factor authentication. In a time where most people are acutely aware of the risks associated with technology, this can be a powerful selling point.
Closing Thoughts
Selling high-tech to low-tech customers isn’t always easy, but it can be incredibly rewarding. By taking the time to understand their needs, building relationships of trust, and focusing on the benefits of your product or service, you can overcome even the staunchest Luddite resistance. Just remember: keep it simple, be patient, and don’t give up!
