Winning Over the Technophobe
Created by Host Account in 5/24/2010 10:28:54 AM
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They're out there. Maybe not as many as there used to be, but, make no mistake-they're still there. They're technophobes-those who look at a computer and burst into an icy sweat, people for whom the term "ethernet" carries dark, murky connotations.
One of your biggest challenges-and potential income opportunities-is winning over a technophobe. And it doesn't take an intervention or a weekend retreat spent screaming into the cosmos. Here are some tactics you can use to help educate your technophobic customers:
• Set modest goals-Someone who's gun-shy about technology shouldn't be expected to embrace it overnight. If you're looking to make a prospective customer more comfortable with computers and other related tools, offer to help them learn. Just as important, start slowly. "It's essential to set the bar low," says Ramon Ray, editor of Smallbiztechnology.com, a website that addresses the technology needs of small businesses. "They can't know everything. Focus on their main needs and then expand."
• Understand their business-Talking about technology in an abstract sense can only make it seem that much more foreign. Instead, get to know a client's business needs in detail. From there, you can explain how technology can best address those issues. "The more you understand a business, the more you can talk to a business owner on their terms," says Wade Yeaman, CEO of Fluid Consulting in Plano, Texas. "That way, they don't see money just going out the door-they understand what they're getting in return."
• Frame the task as an investment in themselves-Learning to use technology shouldn't be a pointless ordeal. Instead, emphasize that the skills they learn will make their business more productive and profitable. "They need to understand that, as they spend time with technology, they will get better at it," adds Ray.
• Be methodical and patient-One of the biggest issues a tech-savvy person may have with someone who's inexperienced is a lack of perspective. You may forget that something that comes naturally to you is completely alien to someone else. Put yourself in the customer's shoes. "There is still a very large gap between the language that many tech people speak and what the CEO of a company might understand," says Yeaman.
• Cover your bases-A client who's gun-shy about technology may ask an IT staff member to join you in a meeting. Tackle that dual need by having your own IT pro as well as a sales staff member who's adept at explaining issues in nontechnical terms. And, adds Yeaman, know that not every tech-savvy member of your staff will be capable of explaining technology to a layperson. "It's important to understand your people enough to know what they can and cannot grow into."
• Follow up-As is the case with any dealings you may have with customers, be sure to check in with your technophobes-turned-technophiles to see how they're doing and to find out if their newfound expertise has opened up a completely new array of issues and questions.
These days, a technophobe may seem like your great grandfather who kept insisting that television was just a fad. But most every TV skeptic eventually turned on the tube-the same thing can happen if you win over the technology wary.
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