Sam is an expert in a particular emerging technology. He knows all the technical arguments it its favour and prides himself on having an answer to every possible question.
Spurred on by the growth predictions for the technology, he decided to mortgage his house, resign from his job and set up his own business.
He created a complex, comprehensive website that explained the cost savings and other benefits his technology could deliver. He knew that every business could benefit so decided to approach everyone.
Sales were slow to build and he couldn’t quite understand why. The people who said yes seemed to need little persuading, yet those with the most to gain seemed impermeable to his reasoned arguments. The answer to his dilemma was revealed by a friend in the pub. ‘People aren’t interested in the technical argument,’ his friend told him, ‘they simply want you to say it’ll work and focus on the cost saving.’
Sam realised that by talking technical he was introducing doubt into each prospects’ mind.
Moral: Don’t tell your prospect things they don’t really want to know. Let them make the running and once they seem satisfied, shut up! People buy you first and your product or service second. Most are happy to trust your judgement as an expert.