The Customer Whisperer

Technobabble

Wikipedia

Technobabble (a portmanteau of technology and babble), also called technospeak^[1], is a form of prose using jargon, buzzwords and highly esoteric language to give an impression of plausibility through mystification, misdirection, and obfuscation. Someone who does not understand a technical description that necessarily contains many technical terms may describe it as technobabble,^[2] but it also can describe prose intentionally made obscure through gratuitous technical terms and technical slang.

Ain’t that the truth!! How many times has the customer said to you, the sales person, and yea you….”thanks…let me think about it”…..”do you have a card”? This happens all the time. We only have our context to draw on so sometimes we speak as if everyone knows what the heck we are talking about when we speak to the product. I know you’re a freak or geek for the product. Features, features and more features….NO BENEFITS!! You know the benefit you just can’t relate it to the customer.  You have to remember this if you remember nothing else in sales……do not assume the customer understands the product you are selling. They don’t know what they don’t know if you know what I mean and this goes for the smart friend they brought with them when they came to look. You know that smart friend that has all the answers. As I stated in a previous blog, always tell the customer why you asked the question. Ask the question and then say “the reason I ask you this is because” now land the benefit! Technobabble or feature talk doesn’t mean anything to a customer that can’t make the benefit out. So remember stop with the Technobabble and dumb it down with benefits. Selling the experience is the only thing that matters to the customer. 

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