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Even when you’re highly specialized in what you do, the way you do it, and in the people you serve (your market), you don’t need to talk highly technically most of the times. Because, at the end of it all, your customers are not looking for what solution will be specifically implemented —they’re not the experts after all. What they’re looking for is how you can help them, as in what’s in it for them. Help them get a clear big picture of what they’re really wanting. Help them gain altitude. And when you’re both clear on it (and you can actually help), go more into the details. Here’s the kick, though: they don’t care if you make it with 2 stones, or 200 tools. They care for what they get. |