Complex Ideas to Your Clients

Managed service providers can land new projects by improving one simple skill: Explaining complex ideas to current and potential clients.

“You want to turn complex topics into compelling value props,” said Lynette Bohanan of CommCentric Solutions.

To really get clients to understand complex ideas you’ve got to know who they are, make sure you’re asking at the right time and make sure what you’re offering aligns with their needs, she said. Following these four steps can really nail that down:
1. Understand Your Audience

First, assess the technological IQ of your contact. Understand who you are speaking with and let their knowledge define how you shape your messaging.

“Determine their communication styles,” she said. “Are they an analyzer, a bottom liner or a deep thinker?”

Think about your proposal from their perspective, taking fully into account respective knowledge levels and hot buttons, she said.

In business-to-business models, people tend to build their messaging around speeds and feeds and the educational, technological stuff that goes into a product build. When you’re working with a business-to-consumer client, you’ll want to work more on an emotional level.

Beer companies’ commercials are all about people having fun, she said. They’re speaking to their consumer needs: What they like and what’s interesting to them, not necessarily how the beer is brewed.
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