When their eyes roll back in their head…

eye roll
Creative Commons License photo credit: striatic

It’s a hint that they’re no longer listening. Really.

Even Robert Scoble (aka Scobleizer) appears to be getting a little frustrated by the apparent inability of tech people to talk to Jane and Jerry Small Business Owner, despite demonstrated expertise in providing tech news.

Bottom line, until you figure out a way to save the geekspeak for Dungeons and Dragons night at Starbucks and talk to your prospects in terms of business results, product benefits, time savings and return on investment, you’ll *never* consistently sell your solution to small business owners.

Yeah, maybe that D and D crack was a bit over the top, but I had to make a point:)

I know you’re really excited about the gigaflops, XML-RPC, LINQ, megabits, megapixels, bailing wire, duct tape and what not…but dude, it like so totally isn’t about that stuff to a small business owner.

Of course, if you’re one of the groups who has mastered this act, keep working on it. Someday, others in your market might catch on, so you need to keep your lead.

Open the conversation

Things to ask yourself before opening the conversation: What’s in it for them, in their terms?

This means a little work on your part:

  • You need to know your customers’ business.
  • You need to know their lingo.
  • You need to know what keeps them up at night (other than the neighbor’s dog).

Yeah, it isn’t always easy – but it is worth the effort to put you well ahead of all those who insist on talking about the technology.