How do you customize IT product knowledge for buyers and decision makers?

1 Know your audience

The first step to customize your IT product knowledge is to know your audience. Who are you talking to? What are their roles, responsibilities, goals, and pain points? How familiar are they with IT products and concepts? What are their decision criteria and buying process? You can use various sources of information, such as LinkedIn, company websites, industry reports, referrals, and previous interactions, to research your audience and prepare for your conversations. You can also ask open-ended questions to uncover their needs, expectations, and preferences.

2 Match your message

The second step to customize your IT product knowledge is to match your message to your audience. Depending on the level and type of buyer or decision maker, you need to adjust your tone, language, and focus. For example, if you are talking to a technical buyer, such as an IT manager or engineer, you can use more technical terms and details, and emphasize the functionality, performance, and compatibility of your IT products. If you are talking to a business buyer, such as a CEO or CFO, you can use more business terms and outcomes, and emphasize the value proposition, return on investment, and competitive advantage of your IT products.

3 Use stories and examples

The third step to customize your IT product knowledge is to use stories and examples to illustrate your points. Stories and examples can help you connect with your audience emotionally, show them how your IT products can solve their problems or improve their situations, and provide proof of your claims and credibility. You can use stories and examples from your own experience, your customers' testimonials, or industry trends and best practices. You can also tailor your stories and examples to your audience's industry, size, location, or niche.

4 Simplify and summarize

The fourth step to customize your IT product knowledge is to simplify and summarize your message. You don't want to overwhelm or bore your audience with too much information or complexity. You want to keep your message clear, concise, and relevant. You can use simple words and sentences, avoid unnecessary jargon or acronyms, and use visuals or analogies to explain difficult concepts. You can also summarize your main points, benefits, and value proposition at the end of your conversation, and ask for feedback or questions.

6 Follow up and update

The sixth and final step to customize your IT product knowledge is to follow up and update your audience. You don't want to lose touch or momentum with your prospects or customers. You want to stay in contact and nurture your relationship. You can follow up and update by sending thank-you notes, reminders, confirmations, or referrals. You can also update them on new features, improvements, or offers related to your IT products or solutions. You can also ask for feedback, referrals, or testimonials to improve your IT product knowledge and sales performance.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?