In our sales messaging practice, we frequently find ourselves helping clients take technical solution capabilities and translate them into business-level conversations.

Essentially we work with salespeople and teams, turning techno-speak into a brief, benefit-oriented and engaging talk track for a less technically oriented executive prospect.

Techno-speak is an easy trap, and not one limited to companies selling complex solutions. In the May 21, 2010 edition of the Chronicle of Higher Education the author Dennis Meredith explains in an interesting way the failure of scientists to persuade the American public on key issues. Meredith writes that science suffers from its lack of a “culture of explanation,” preferring to remain comfortable in small silos surrounded by jargon. One of the unfortunate effects, according to Meredith, is that scientists “miss even the simplest and most obvious opportunities to advance the scientific point of view in the public mind.” You and I might call those obvious opportunities an elevator pitch or two-minute drill.

Too many technical experts also fail to adjust their messages, even slightly, according to the audience. Meredith writes, “Rather than tailoring their arguments to their audiences, they tend to believe that merely presenting the facts of their work will lead audiences to see the light.”

I believe many companies selling complex technical solutions can learn from the mistakes of these university scientists. 

We find that, with executive-level prospects, engagement in an interactive discussion is far more effective than feature-laden demonstrations or attempts at “educating the buyer.”

Is there a culture of explanation in your company, including both the sales team and subject matter experts?