This is not just a cheap attempt to take advantage of Steve’s death. There are many things I have learned from Steve Jobs. Watch this, Steve’s commencement address at Stanford University. If you learn nothing else in life, learn those lessons, and pass them on. One of the things that Steve Jobs has helped me learn, is how to be a sales engineer. No really.
What did Steve do during the Apple events? Three main things. He had style, he had a story, he didn’t get too deep in the details. Do these things and your demo won’t suck.
Style
Have some style. Be memorable. Stay classy. Never need the sale more than your soul. We have all been sold to by both types of people, those with class, and those without. Who do you want to be lumped in with? Me too.
Story
Help me help you. That is what a demo story does. Helps me help you understand how you will use the solution. Features don’t sell solutions, using features to solve problems do. So explain how the solution is going to be used, in an easy to understand, non-technical way. Talk to people, they wont bite.
Details
How many details are too many? 20% less than you think. I just made that up, but I bet it is right. We think it is cool. Hell, I KNOW it is cool. Cool only sells if it is something that solves a problem and can be put in the story. Have enough details to answer their questions, not so much that you start answering questions they didn’t have, until now.
So thank you Steve Jobs for teaching me lessons neither of us knew we were learning.
What did Steve do during the Apple events? Three main things. He had style, he had a story, he didn’t get too deep in the details. Do these things and your demo won’t suck.
Style
Have some style. Be memorable. Stay classy. Never need the sale more than your soul. We have all been sold to by both types of people, those with class, and those without. Who do you want to be lumped in with? Me too.
Story
Help me help you. That is what a demo story does. Helps me help you understand how you will use the solution. Features don’t sell solutions, using features to solve problems do. So explain how the solution is going to be used, in an easy to understand, non-technical way. Talk to people, they wont bite.
Details
How many details are too many? 20% less than you think. I just made that up, but I bet it is right. We think it is cool. Hell, I KNOW it is cool. Cool only sells if it is something that solves a problem and can be put in the story. Have enough details to answer their questions, not so much that you start answering questions they didn’t have, until now.
So thank you Steve Jobs for teaching me lessons neither of us knew we were learning.
Steve, you are so right in every word about Steve Jobs. I believe if we adopt those qualities, we will have success in our professions. Good job and thank you for point that out.
ReplyDeleteJack
This is an absolutely accurate insight into how to present, influence, and sell technology. Thank you for pointing out what should already be obvious, but sadly, is not put into action. Great post!! I'm sharing this one to my friends and colleagues.
ReplyDeleteA sales process that allows for the simple delights well adjusted human beings prefer.
ReplyDeleteFantastic Article Steve!
BK