Sell a complex,technical product to nontechnical buyers

Speaking the customer's language is an important part of winning his or her trust. A flexible proposal process can help you communicate effectively even if the buyer lacks in-depth knowledge of what you're offering. Sell the"smarter"customer: Smart buyers want to gain as much as possible while spending as little as possible. If you don't show them what they gain by choosing your recommendations, they will inevitably focus on the other half of the equation:spending very small.