The Promise of Technology is Intangible

Technology-enabled solutions are intangible sales. People don’t buy the machine; they buy what it enables. Average sales people tend to perceive technology as a tangible, so they focus on the functionality. Exceptional sales people understand that customers only care about the results the technology enables, which is intangible. This difference in perception about the nature of technology is the fundamental factor in determining a sales person’s success.

Technology is the actualization of abstract theories. The more theories that are actualized, the more powerful the technology is. For example, there is a computer chip in my car that makes me a better driver. The computer chip senses the car beginning to skid on a patch of ice much faster than I can. It automatically sends messages to the anti-lock brake system so the car responds to the changing road conditions before I am even aware there may be a problem. This simple application is the actualization of theories that span the disciplines of physics, mechanical engineering, human perception, and computer software. It would take a long time to explain how it all worked. As a car buyer, however, I only care about the fact that it makes me a safer driver.

The more sophisticated the technology is, the greater the abstraction. Selling abstractions is more than just relating benefits. It is about linking the functionality of the technology to the desired end result, which is the intangible promise of the technology. I can only appreciate the value of the car’s computer controlled anti-locking device when I understand how it improves my driving. If the sales person just explains anti-locking brakes, I don’t perceive the benefit. If she tells me that I will be a better driver, but doesn’t explain how, then I won’t believe her. She must help me understand the relationship between the how the technology is applied and the results that are important to me before I will value the technology.

Selling the value of your technology.

The translation of abstract theory into useful applications that deliver strategic benefits is the essence of selling value. Value is created when the customer believes the technology solution will help them accomplish their objectives. To develop the customer’s conviction you must integrate their learning process with their decision-making process.

The sales person must provide the customer with the right information at the right time. Furthermore, it must be done in a way that increases the customer’s perception of need, urgency to buy and appreciation of the value contribution of the solution.

The information puzzle gets even more complex as we incorporate the relentless rate of change associated with any technology solution. As the technology evolves and its applications expand, it becomes practically impossible to stay current and informed about the solution. The body of information that the sales person draws upon to sell a technology solution is constantly evolving. Products mutate. New technologies replace old ones. Competitors’ products change. Markets accelerate. Each change has multiple implications for how customers buy and the best ways to sell the solution.

Keeping current about all the factors that influence a technology sale is not easy. It is hard enough to keep track of the ever-changing information. The fact that you must synthesize it into strategically sequenced, customer learning experiences that build credibility and value exponentially increases its complexity. No wonder the sales superstars make so much money!

Janice Lawrence has advised leading edge technology companies for the past two decades on how to sell innovative technology. Follow her Sell Results Blog [http://blog.sellresults.com/] and supercharge your technology sales success.

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Secret Behind Technology Blogging: A Best Niche In Blogging

It is no secret that there is a secret behind technology blogging; it is one of the best niches in blogging. Blogging about technology is one of the best ways to get ahead in modern society. In fact, technology blogging is the best niche in blogging these days for anyone who wants to start up a successful business.

If you plan to create a new business or any successful business ventures, one of the best ways to do so is to consider the technology niche in blogging.

The Secrets of Niche Blogging: Technology

These days there are so many technologies to choose from, it’s hard not to blog about them. Some popular examples of technology blogs include:

iPhone how to guides and tutorials

Information and technology news

Technology updates and rumors

The latest technological breakthroughs

Android

Windows and Mac

Technology Editorials and Opinion Pieces

Technology blogs are the perfect accompaniment to a day job although many people find running a niche technology blog can be exciting and take up a bit of time on the side.

How To Run A Successful Secret Technology Niche Blogging Business

It doesn’t take very long to get a niche technology blog up and running. All one need to do is set up a blog account, which is easily done through WordPress or any other free blogging module.

Typically it helps to add a new blog post at least once or twice a week, if not daily. This helps to compete with ultra high-ranking websites. The technology niche is one of the simplest niches to write about.

There are tons of information readily available about most forms of technology. There is always something new in the news about the latest iPhone, or what some star or celebrity has done with their Mac, or latest technology device.

The other approach to technology is writing about how you made money using technology. Most people want nothing more than to learn about how they can make money using technology. And, that is essentially what you do when you create a niche technology blog… make money using technology.

Another great niche in the technology arena is a blog focusing on general technological advances and information. However, the competition for a niche that broad however, may be very high, especially when it comes to purchasing AdSense revenue. If you can narrow your technology niche down significantly, to something very narrow, then you will reap the benefits.

Good, narrow niches are well thought out. Some examples may include very detailed subjects and niche topics, including:

iPhone covers and cases

Android Travel Phones

Mac laptop covers and cases

Windows technological breakthroughs

The more narrow the subject material, the more likely you are to select keywords that bring in targeted audience members. There is also less likely to be competition for your keywords. You want to pay as little as possible to attract AdSense revenues. This is how to make the most bang for your buck when blogging on technology.