How do you build rapport with technical decision-makers?

Technical decision-makers are often the gatekeepers of complex and high-value sales deals. They have the expertise and authority to evaluate your solution and compare it with the alternatives. To win them over, you need to build rapport and trust with them. But how do you do that? Here are some tips to help you connect with technical decision-makers and deliver persuasive sales presentations.

1 Know your audience

Before you approach a technical decision-maker, do your homework. Research their background, role, pain points, goals, and preferences. Find out what they care about, what they expect from you, and what they want to achieve. Use this information to tailor your message, language, and style to their needs and interests. Show them that you understand their situation and that you respect their expertise.

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Derek Martinez

Strategic Leadership | Consultative Sales | Technology | Biohacker | Forbes Tech Council | World Economic Forum DX Community | NASA GeneLab AWG | Harvard Business Review Advisor |
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It is important to do your research on the client's company. Research press releases and technology partner press releases. Gaining a clear picture of their current technology environment goes along way with rapport building. Research your client contact (Linkedin is a good resource) and understand their background (companies they worked for, roles they have had, certifications, and education) so that you can better align with your similarities with the client contact. Understanding your client and their technical understanding will help you to utilize the correct terminology, give good examples, and shows your client that you understand them, and know their business.

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💫Laurianne 🦁 A.💫

Identity & Access Management Professional | Securing Systems by Governing and Managing Access with Advanced IAM Tools | Open to Contract Work | Certified AWS Cloud Practitioner | Certified CompTIA Project+ | Tech Sales
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The best way to build rapport with technical decision-makers is to sell them solutions to their problems, not just a product/service. Listen to understand their needs to provide valuable information in return. Once the decision-maker has gained your trust build credibility, which often leads to a long-term relationship and strong rapport. Now you've got them in your pocket! Follow and connect with me on my page for great tech tips. See you there.

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2 Speak their language

Technical decision-makers are not impressed by vague or generic claims. They want to see facts, evidence, and logic. They also want to hear technical terms, jargon, and acronyms that they are familiar with. Use these elements to communicate your value proposition, features, benefits, and differentiators. Avoid using too much salesy or emotional language, as this might make them doubt your credibility or sincerity. Instead, focus on how your solution can solve their problems, improve their situation, and meet their requirements.

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3 Demonstrate your competence

Technical decision-makers want to know that you are qualified, knowledgeable, and experienced in your field. They want to see that you can handle their questions, objections, and challenges. They also want to see that you can deliver on your promises and provide reliable support and service. To demonstrate your competence, prepare well for your presentation. Anticipate their concerns and address them proactively. Provide relevant examples, case studies, testimonials, and references. Show them how your solution works with live demos, simulations, or code samples. Highlight your credentials, achievements, and awards.

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Daniel Selbach

Presales @ Placetel | Cloud Collaboration Expert | Passionate Tech Trainer | Tech Enthusiast | Creating elegant solutions to complex digital problems is what drives me every day
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Whenever possible, I prepare by familiarizing myself with a client's technical infrastructure to understand how our solution can be integrated. This preparation ensures I can address specific details and implementation strategies effectively. Additionally, it's crucial to identify and discuss common interests or similarities with the client. Allowing decision-makers to express their thoughts often reveals which topics to focus on, helping tailor the discussion to their priorities and concerns. This approach not only demonstrates preparedness but also helps build a rapport based on mutual understanding and aligned objectives.

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4 Engage in dialogue

Technical decision-makers are not passive listeners. They are active participants who want to interact with you and your solution. They want to ask questions, share feedback, and express opinions. They also want to be heard, acknowledged, and respected. To engage in dialogue, invite them to join the conversation. Ask open-ended questions, listen actively, and respond appropriately. Show interest, curiosity, and appreciation for their input. Avoid interrupting, dominating, or arguing with them. Instead, seek to understand, clarify, and align with them.

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5 Build rapport

Technical decision-makers are not robots. They are human beings who have emotions, values, and personalities. They want to connect with you on a personal level and feel comfortable and confident with you. To build rapport, show your human side. Be friendly, polite, and respectful. Use humor, stories, and anecdotes to lighten the mood and create rapport. Find common ground, such as hobbies, interests, or experiences. Compliment them on their achievements, skills, or insights. Express empathy, gratitude, and enthusiasm.

By following these tips, you can build rapport and trust with technical decision-makers and increase your chances of closing the sale. Remember, rapport is not a one-time event, but a continuous process that requires consistency, authenticity, and value.

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6 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?

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Daniel Selbach

Presales @ Placetel | Cloud Collaboration Expert | Passionate Tech Trainer | Tech Enthusiast | Creating elegant solutions to complex digital problems is what drives me every day
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Always ensure that your client or partner feels valued and respected. Being punctual and well-prepared for meetings is crucial; it demonstrates professionalism and respect for their time. Follow up every meeting to recap and reinforce key points discussed. If questions arise during the meeting that you can't answer immediately, take note of them. Make sure to address these queries promptly in a follow-up email or at the next meeting. This not only shows your commitment but also helps in building a strong, trusting relationship.

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How do you build rapport with technical decision-makers?

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1 Know your audience

2 Speak their language

3 Demonstrate your competence

4 Engage in dialogue

5 Build rapport

6 Here’s what else to consider

Technical Sales Presentations

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