Quelles sont les bonnes pratiques pour mettre en avant les caractéristiques de performance d’un produit ?

We need to be VERY clear about this. The metrics that we believe are important mean nothing unless they bring value to a customer. You might have the fastest solution - five times faster than your nearest competitor - but if the customer only needs something by tomorrow then they might not care. There could be other factors like the growth of their problem and data volumes, etc. but pure performance is not a great measure on its own. You need to make sure that you focus your time on 'why it is important' instead of just a performance feature.

Evidence is key, but it also needs to be in the context of the customer that you are talking to. Make sure that you use similar sized companies as examples, preferably in the same market sector.

Good storytelling is crucial in technical sales to attract attention, evoke emotions and create a deeper connection with your target audience: 1. Create strong, authentic characters that your audience can identify with. This will immerse them in your story. 2. Evoke emotions to create a deeper connection with your audience. Emotional stories stay longer in the memory and create a stronger impact. 3. Focus on a clear message or core that you want to convey. Make sure your story offers added value and has a message. 4. Use visualisations such as figurative language to create images in your audience's mind. Good storytelling requires practice and fine-tuning (therefor it's important to listen to your audience's feedback).

In 1993, Strojírna Slavíček Industries began using WALMAG's 11 magnetic chucks for faster, more precise milling and turning. The addition of 14 WALMAG lifting magnets streamlined material transfer. Facing demands for precision, they chose WALMAG's chucks for secure, efficient workpiece handling. "Rings were tough to manually clamp. Electromagnetic chucks became vital for speed and reducing damage risk," says Zdeněk Urbánek, Manager of Control. This choice boosted productivity while ensuring quality, showcasing WALMAG's role in enhancing industrial operations.

We should all be excellent storytellers ! As above, our stories give context to what we are saying, but they are even more effective if you have done your discovery to uncover the key issues that the customer is facing.

I agree that visuals can help to tell the story, but customers are hearing similar claims from every vendor that they speak to. You have to figure out how your story, your visuals and your message cuts through the noise that they are hearing. To do that you need to make it personal - how it will help the individuals that you are talking to and then how it will help their company. You can only do that by doing great discovery.

The most important thing to remember is to NEVER speak badly about a competitor's product. Instead highlight and/or introduce features that you are good at and customers will automatically check to see what your competitors are doing in that area. Specifically to handling objections though, I like to use the "YES, and..." method. Saying no or disagreeing when facing an objection quite often forces the objector to be defensive. So, acknowledge the objection, share your perspective on the objection, and then ask why the objection is important. There is usually an underlying reason why someone objects.

I appreciate the way Apple presents their products. Instead of focusing on technical jargon, they explain how their new features can improve the lives of their customers. They share stories on how to use the features and how they can help users achieve their desired outcomes.