What is Technobabble and how do you avoid it? If you’re a bit of a geek like me you will have seen those sci-fi shows where the characters spout strings of meaningless technical words to explain the “science” of what’s going on. This is known as technobabble and it is commonly used by Star Trek, Doctor Who and the Marvel universe. The important thing is that it sounds authentic, even if it doesn’t make sense. Luckily for most viewers it adds to the story. But, what if someone was trying to tell you that a iridium alloy chroniton core booster would solve your water quality issues? Huh?
The Technobabble Trap
As a technical specialist in a business development role, it is easy to forget that what you know isn’t common knowledge to most people. Time and again business developers fall into the trap of getting too technical with their customers, effectively spouting technobabble. This can leave the customers confused, overwhelmed and uncertain about how your offering can benefit them. Many sales have been lost this way. I’ve pulled together a few points to help you avoid the Technobabble Trap.
You are the Expert. Which means that you know much more about intricacies of the subject than your customer. Therefore, you should be able to explain it clearly. Take some time to think about how best to explain your concepts and solutions in layman’s terms. Are there ideas that need explaining more thoroughly?
Your customers are Not. Don’t assume that your customer knows what you know. Concepts that seem obvious to you only do so because you have been working in and around them for years. Don’t take for granted that they know what you are speaking about. Guide them through the topic clearly. Keep explanations concise and don’t dwell on the minutiae.
Avoid Jargon. Keep technical jargon and acronyms to a minimum. Where it can’t be avoided explain what it is. Be polite and ask them how much they know about the subject and adjust accordingly.
Highlight the Customer Outcome. The customer isn’t interested in the intricacies or cleverness of your solution. Rather, what they want to know is how it will benefit them. How will it solve their problem? What will their life be like if they choose you? This is the part to discuss in detail as it will place your offering to their context and situation.
When writing the above points, I was mainly thinking about this from a client conversation perspective. However, these also apply to website content, marketing messaging and social media. Don’t confuse your customer.
Call to Action
Reflect on your recent client conversations. Are you overwhelming them with technical wizardry? Can you apply the above to help you get more clarity with your customers?
Do you have any tips on how to avoid the technobabble? Let know in the comments below.
Have a look at our previous posts on the sales funnel and the sales ecosystem.