If you manufacture technical products, you need to have salespeople who can handle it. They must have a deep understanding of what the product does and what features are available so that they can persuade others that they need or want it. The problem is that when salespeople learn about the features, they try to feature dump instead of showing buyers the value. In most cases, it happens for a variety of reasons, such as:
- The salesperson has a technical background and gets so excited about the features.
- They focus on the product rather than the prospect/customer.
- They understand more about the technicalities and engineering of the product rather than how to sell it.
While technical salespeople are helpful, they may be unable to get over all the features to connect with the customer. Sales coaching for a technical product takes that into account, showing the salesperson why both are needed and how to attain them.
Differences between Benefits and Features
Sales coaching for a technical product doesn’t just focus on what the item can do. For example, features are the technical abilities and what they do for the user. Benefits are designed to tell the buyer why the features are useful. For example, the sucking ability of the vacuum is a feature while the benefit to the buyer is that it removes more dirt.
Learn about the Customer
In most cases, your customer base isn’t going to be filled with highly technical people. They are going to be average stay-at-home moms or have busy work schedules and family schedules. You can’t dumb it down for them, but the salesperson must know how to connect with the target audience. Therefore, they may need to brush up on some selling skills.
