Are You Making This Same
Deadly, Sales-DESTROYING Mistake
Other Technology Experts Do?
From:
Mike Greco
Discovery Bay, Hong Kong
Wednesday, 11:17am
Many decision-makers have an aversion to scientific jargon, but all understand bottom-line benefits!
Mobile
From:
Mike Greco
Discovery Bay, Hong Kong
Wednesday, 11:17am
Many decision-makers have an aversion to scientific jargon, but all understand bottom-line benefits!
Dear Expert,
Do you have a technology that would be of tremendous benefit to many across an industry or business-sector - but find it's not gaining as much traction in the market as it deserves?
And are you missing out on a healthy (maybe business-changing) amount of sales & revenue as a result?
If so, read this short, but very important story about what happened to me. You'll find it extremely instructive.
At a recent trade show, I spoke with an excited, older gentleman who stood behind a table full of impressive looking instruments. I asked him to describe what exactly his technology did. And I specifically confessed mine and my wife’s lack of expertise on the subject matter. “No problem,” he replied. “I’ll make it very simple for both of you.”
You can probably guess where this is going…
He lost us in the next sentence and for the rest of the conversation. After a 15-minute baptism of never-heard–it-before, cannot-pronounce-it-again scientific verbiage, my wife and I walked away without any semblance or hint of understanding.
This is not unique. It’s a problem every technological expert has:
How do I clearly communicate deep, complicated knowledge
to a general, non-scientific audience?
And if you want to increase sales figures - it’s a problem you cannot ignore.
Many decision-makers such as the purchasing agent, the financial executive, even the business owner, lack the scientific background necessary to immediately recognize the benefits of your technology.
You must distill the 99% of your diligent work, technological breakthroughs, and scientific discovery, into a few hard-hitting bottom-line benefits.
In other words, you've got to speak the language of WIIFM? What's In It For Me (the customer).
The key is to translate your technology into bottom-line benefits.
Hidden Factory Interviews is a new and upcoming podcast that delivers a listener-friendly conversation about your technology in business-terms relevant to everyone at the decision-making table.
And you have the opportunity to showcase your powerful technology in our special VIP pre-launch series.
Here's how:
You & I will have a conversation as though I’m a business-owner, or executive, interested in your technology, but remain unsure about both the problem it solves, and the benefits to my bottom-line. The conversation assumes the following:
1) You’re in a sales conversation. Therefore you should possess a solid understanding of both the features as well as the benefits of the technology.
2) You're talking to a decision maker. Therefore focus should be on bottom-line benefits couched in the “wastes” of the hidden factory concept (TIMWOODS).
3) You’re talking to a novice. Therefore try to keep technical or scientific vocabulary to a minimum. It’s fine to use scientific language and/or concepts, but you should expect to explain or rephrase them to make them more easily grasped.
You’re in a sales conversation. Therefore you should be someone with a solid understanding of both the features as well as the benefits of the technology.
You're talking to a decision maker. Therefore focus should be on bottom-line benefits couched in the “wastes” of the hidden factory concept (TIMWOODS).
You’re talking to a novice. Therefore try to keep technical or scientific vocabulary to a minimum. It’s fine to use scientific language and/or concepts, but you should expect to explain or rephrase them to make them more easy to grasp.
What Does the Interview Process Look Like?
After you book a time for your interview, you’ll be sent a confirmation email with all relevant links to the online meeting. Note: There may be some tasks highlighted in that email which need your attention.
At the assigned time, simply join the meeting online where we’ll have a relaxed, free-flowing conversation. I will use the share screen feature on zoom so you can deliver a presentation or talking-points using your own computer.
After a brief introduction of you, your company, and your technology, we will then dive into a discussion about several key “hidden factory” wastes the technology solves.
The purpose of the conversation is to explain in clear, unmistakable terms, how your technology solves several of these wastes, and improves the efficiency and economics of the business.
A proposed timeline is as follows:
TIME
TOPIC
1-3 MIN.
Introduce you and your company
“Hi everyone! Today we’re talking with John Smith from XYZ Company…”
1-2 MIN.
List 2-4 main benefits of the technology
"Today you’re going to learn how to:
- Increase production throughput by 20%
- Lower energy consumption by an average of 10-15%
- Increase customer satisfaction & loyalty”
3-5 MIN.
Introduce your technology - a brief explanation of what it is, who it's for, and how it works. Nothing too technical.
“This is the Widget-o-Matic. It helps companies develop their widgets faster by handling [xyz].”
10-15 MIN.
A back and forth discussion on the 2-4 key hidden factory benefits of your technology.
“The Widget-o-Matic improves production by eliminating the wastes of overprocessing and rework. Let me explain.”
2-3 MIN.
Summarize the main bottom-line benefits
“Today we learned how the Widget-o-Matic will improve the bottom-line of your business in these 3 ways."
1-3 MIN.
Close the conversation with where the listener can get more information.
“If you want more information please visit XYZ Company website. And connect with us on LinkedIn at…”
TOTAL RUNNING TIME: 18-31 minutes (after editing)
TIME & TOPIC
1-3 MIN.
Introduce you and your company
“Hi everyone! Today we’re talking with John Smith from XYZ Company…”
1-2 MIN.
List 2-4 main benefits of the technology
"Today you’re going to learn how to:
- Increase production throughput by 20%
- Lower energy consumption by an average of 10-15%
- Increase customer satisfaction & loyalty”
3-5 MIN.
Introduce your technology - a brief explanation of what this is, who this is for, and how it works.
Nothing too technical.
“This is the Widget-o-Matic. It helps companies develop their widgets faster by handling [xyz].”
10-15 MIN.
A back and forth discussion on the 2-4 key hidden factory benefits of your technology.
“The Widget-o-Matic improves production by eliminating the wastes of overprocessing and rework. Let me explain.”
2-3 MIN.
Summarize the main bottom-line benefits
“Today we learned how the Widget-o-Matic will improve the bottom-line of your business in these 3 ways."
1-3 MIN.
Close the conversation with where the listener can get more information.
“If you want more information please visit XYZ Company website. And connect with us on LinkedIn at…”
TOTAL RUNNING TIME:
18-31 minutes (after editing)
We should be well-prepared in order to complete the interview in just 30-45 minutes. Please block off an hour just in case we run long.
After booking the interview, you will be requested to fill out a short form providing me with further information about your technology as well as the talking points you’d like to cover in our discussion.
What Is My Role? What Is Your Role?
Part of my role is to help guide you and “pull out” information relevant to the decision-making process. As a non-expert myself, I can ask questions similar to that of a non-scientific stakeholder.
I may ask you to go over something, to confirm something, or restate your words into more generic terms. This is all part of the back & forth conversation.
Your role is to be the expert. My role is to be an inquisitive novice.
Together, our conversation should mimic the back and forth of a decision-maker (one a few steps removed from a technical expert’s understanding) who is evaluating how your technology will benefit their company.
After recording, my team will clean up everything in the editing process.
How Will This Interview Be Utilized?
As mentioned, this interview will be included in our podcast as well as distributed on various social media channels. It will be used in video, audio, and text formats.
Once the podcast episode is published, you are welcome to use the interview as you wish.
In situations where we represent your technology...
...we will use the interview in several ways to increase our leads and sales in our territories.
This includes translating/transcribing the interview into different languages, and making the interview available to customers and prospective customers through a variety of means including web properties, and marketing materials.
In situations where we represent your technology...
...we will use the interview in several ways to increase our leads and sales in our territories.
This includes translating/transcribing the interview into different languages, and making the interview available to customers and prospective customers through a variety of means including web properties, and marketing materials.
What Happens After the Interview?
I will send you the raw data files for your use, if you so choose. I will also prepare an edited version of the interview for you. I just ask you do not release the content until after the podcast episode release date.
Is The Any Cost To This?
Other than your time, there is no further consideration offered or expected.
How Do I Book An Interview Time?
Click the button below to schedule a time for the interview. I have made several times available for business partners who operate or are currently traveling around the globe.
What If I Still Have Questions?
If we know each other, please get a hold of me - you should know how.
If we don't know each other, you can find me on LinkedIn and ask your question there.
Thank you for your time, and I look forward to our conversation(s) together.
In situations where we represent your technology...
...we will use the interview in several ways to increase our leads and sales in our territories.
This includes translating/transcribing the interview into different languages, and making the interview available to customers and prospective customers through a variety of means including web properties, and marketing materials.
In situations where we represent your technology...
...we will use the interview in several ways to increase our leads and sales in our territories.
This includes translating/transcribing the interview into different languages, and making the interview available to customers and prospective customers through a variety of means including web properties, and marketing materials.
All the best,
Mike Greco
Business Development Director
HJ Unkel Ltd.
In situations where we represent your technology...
...we will use the interview in several ways to increase our leads and sales in our territories.
This includes translating/transcribing the interview into different languages, and making the interview available to customers and prospective customers through a variety of means including web properties, and marketing materials.