For the many in the IT industry, there’s not much appreciation for all that coding, testing, and debugging that takes up a professional’s work day. (That and Googling for the answer.) Everyone from the CEO down to the customer is more interested in the bells, whistles, and digital buttons (after which they’ll likely complain about something as if it were on cue).
But you know, there’s really a lot of merit to understanding the non-techie-ness of customers, prospects, as well as your own higher-ups. It gives you a fresh perspective, one that could really be useful in your IT lead generation campaign.
It’s like working with a different job class in a role-playing game. You can’t always solo a single boss with a single specialization. At times, it’s better to work as a team even when you all have complete opposite approaches to dealing with the big bad. That’s the beauty of it.
Being non-technical doesn’t mean you’re utterly clueless about tech. Sometimes it can mean that the person knows how a certain application or platform will affect your customers’ businesses without the hanger-ups of jargon and code speak. They can grasp the cool factor if you simply hear them out.
So the next time you complain about the clueless, ask yourself how they might define the coolness:
- Yes, presentation is a big thing – Do you really think that your sales reps have all the time to explain every single algorithm running in your platforms? No, it’s always straight on to features. What’s the best way to demonstrate these features? Visually. Just look at how some of these commercials use robots in their ads. There’s not much tech talk and everything else is explained simply through the actions of the machine.
- Acronyms don’t just mean letters – It’s not just about shortening something into capital letters. It’s about making sure these roll-off the tongue. How you designate your products is how you will designate your entire brand. There’s no point in sticking to the letters if the whole thing is still hard for your prospects to remember. There’s a reason why people prefer saying TNT instead of ‘trinitrotoluene.’
- They just want to know what it does – Even if, say, you’re still working on a project, you have to explain what it is you’re working on. Jargon only creates obscurity, and that is not what you need when building trust with clients and decision makers. Take your head out of the coding work even for just a second and remember just exactly what is you’re trying to make.
Your lead generation campaign needs the demand for your products in order to succeed. No vendor in their right mind would want their tools to have the least amount of appeal.