Thread: How do you explain technical services to the non-technical client

Originally Posted by piotrkrzyzek

Hey guys,

I love my clients with all my heart, but for the love of me I can't figure out how to explain my services to them in a way they can 100% understand.

Increased profits? They got that. Better brand look? Check ...

But then they ask about specifics, and they always do, and I go into the details like they ask ... their eyes glaze over as if I were speaking a different language.

This issue hasn't made me lose any sales, though it does cause wasted time, confusion and overall feelings of uneasiness on both sides.

How do you guys handle such things?

How do you currently explain it?

My products are not overly difficult to understand so I am sorry I do not have direct experience.

So maybe I can look at it from a potential customers point of view.

Any possibility of having a sheet that shows the technical aspect in an easy to follow diagram, flow chart or something similar? Email it to them ahead of time and it may cut down on your time spent educating them.

I currently do several attempts, when they first ask I try explaining it to them 'as it is'. If they don't understand the jargon, I then dumb it down as best I can.

Though every time I try to dumb it down I feel like I'm treating them like idiots and I feel as if they feel we're on different planets (not a good thing).

Maybe I just need to put more thought into how I can translate, for example: CMS into 'a way for you to edit your content easily' ... or something...

I love the idea of diagram or flow chart ... haven't thought of doing that yet. I'm not one for graphics and presentations ... the whole presentation is me. Though I think I'll spend some time now making some easy to follow sales funnel infographics or something.

I'm not sure how much I can send ahead though. Most of my clients seem rather busy and are looking for the 'here is my idea, get it done' type services. They want to know some things, but aren't interested in the technical mobo-jumbo. aka: "What's in it for me?" and nothing more (usually).

What do you guys things? Should I just translate the technical jargon into english and benefits and leave it at that?

Just tell them you have a PROVEN proprietary system that is EXTREMELY technical and if they have a few hours you can go through it with them. Going into details is wasting your time and theirs.

Huh .. that's a good idea!

"It's a proven system" ... "extremely technical and if you have a few hours we can go through it and explain it ... going into such details is wasting your precious time and mine."

Great idea. Don't know if I'll word is exactly like that but it gives me many ideas.

Thanks guys!

Just avoid technical buzz words. Avoid the things they don't understand. It's as simple as that. Give them a very high level view. Explain what your system does and not how it does it!

Hi
It is never easy to explain technical services to satisfy someone, try to avoid technical terms & use simple words.