How to Sell a Technical Product

Computers are technical products that require some expertise to sell.

A salesperson with a technical product might have the perfect solution for a company's technological deficiencies. However, if she cannot explain the function of her product or the way it benefits her customer, she will not close many sales. To sell a technical product, a salesperson must do her homework and learn every detail of what she's pitching.

Instructions

1. Study the features and specifications of the technical product you intend to sell. You cannot sell a product with which you are unfamiliar. Customers want to know the details of your product and will ask questions. For instance, if you sell laser printers, your potential customers might ask how many pages per minute the machine prints and at what resolution. If you do not know this information, you will lose the sale.

2. Research your target company before you approach it with your product. Salespeople offering technical products must know the business operations of their potential customers and if the business has unfulfilled needs. A company that sells web space to people over the Internet typically needs reliable servers with enough hard disk space to satisfy customer needs. Salespeople with server solutions can use this knowledge to pitch their products.

3. Meet with an executive-level employee within the company who handles technology. Do not try to pitch your technical product to lower-level employees who do not make decisions concerning company purchases. Instead, ask to meet with an executive immediately or at a specific time during the week. Arrive at your scheduled appointment with the executive early so you do not waste her time.

4. Explain the features and the benefits of the product simply. Do not jump immediately into the technical details of your product. Instead, discuss how the product can solve current problems at the company. For example, explain that your server solutions offer more storage and faster access times than anything on the market. If the company buys your product, its web space management will be easier and more efficient.

5. Discuss the technical support for the product and answer any questions from the executive. If the person to whom you are pitching is interested, she will ask multiple questions. Try to get a commitment to buy the product before you leave. If the executive must speak to someone about the purchase, schedule a follow-up meeting for later in the week.

6. Follow up with the technology buyer at the company later in the week. Close the sale and arrange for delivery and any technical support the company might need.

References

• Bureau of Labor Statistics: Sales Engineers
• Brooklyn College: Personal Selling
• The New York Times; High-Tech Product, Low-Tech Pitch; Randall Stross