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Posted on: 02 December, 2001

Author: John Warzecha

Geek-Speak or techno-babble is pervasive. It seems that we are soimpressed with our technical knowledge and expertise that we forget ouraudience. As I stated in my first article "Geek- Speak," it is i... Geek-Speak or techno-babble is pervasive. It seems that we are soimpressed with our technical knowledge and expertise that we forget ouraudience. As I stated in my first article "Geek- Speak," it is importantto simplify, simplify, simplify. This applies, not only to e-mail oron-line business, but to everyday usage as well. Recently I observed a salesman in a computer store mesmerizing anelderly couple with his techno-babble. They had come into the storelooking for a computer for some very basic needs. The salesman was veryimpressive with his knowledge. He talked about the clock speed of thecomputer. He compared the various processors and showed them the 3-DGraphics capability of the computer. Then they were told about the56K,V.90 modem, that they could get a DVD ROM and that, if they wantedto, they could upgrade from 64MB of RAM to 128MB of RAM. It was obvious that he knew the product extremely well. Histechnological knowledge was encyclopaedic. Just as impressive was hismonumental lack of knowledge of the customer. He never listened to themat all. They smiled and agreed with his evaluation, thanked him for histime, and proceeded to look at other products. A few minutes later thesame salesman cornered another couple and proceeded with the sametechno- babble or Geek Speak. A few minutes later this same elderly couple were approached by anothersalesman who offered assistance. They seemed reluctant to talk to him. Icould only assume that they were afraid of the same barrage of Geek-Speak that they had been subjected to before. His first question tothem had nothing to do with the computer other than asking what theywere looking for. During the next thirty minutes he talked to them abouttheir interests. He discovered that they had a son in Australia and adaughter in England, not to mention an extended family throughout NorthAmerica. They informed him that they were both history buffs. He alsofound out that she enjoyed cooking. He discovered that they would liketo stay in closer touch with their family. This was one thing that hefocused on.. Not once did he talk about DVD, RAM, ROM, clock speed, orpixels on a screen. They had heard about e-mail but never reallyinvestigated the possibilities. They had believed that they were pastthe point of obtaining any serious knowledge of computers. The firstsalesman reinforced this belief that computers were too complicated.This is not to suggest that elderly people cannot become computerliterate, but the approach of the first salesman convinced them that itwas beyond them. Once the second salesman discovered something of their needs, he begantalking about the simplicity of e-mail and how they could stay in touchfairly easily. He talked about doing searches through the Internet ontheir favourite history topics, and the various cooking news groups thatcould be accessed online. He carefully told them about accessinginformation online without using technical jargon and how they couldactually send and receive pictures. The possibility of receivingpictures of their grand-children intrigued them. They really liked theidea that, even though they may not be able to get to Australia, theycould receive regular pictures of their grand-children growing up. Whenhe talked about the capability of the computer, he used language thatthey understood. They received the same information as they did from thefirst salesman, but in a language that was not peppered with impressiveGeek-Speak. He sold them on ideas that were interested in. By the timehe finished, they had bought over three thousand dollars worth ofcomputer equipment. He did not sell them the computer and peripherals-they were ready to but- but they just wanted to understand what theywere buying. This kind of simplification of the techno-babble or Geek-Speak that Idiscussed in my first article can affect sales, not only in a storesituation, but also online. There will always be a necessity to useGeek-Speak but it is essential to know your audience. More sales arelost because someone, in a misguided attempt to impress their audience,confuses that same audience with a barrage of technical jargon orGeek-Speak. One must judge the audience carefully and the first step isto listen to the questions that are being asked. Better still, askquestions that will elicit a response that will result in gaining someinformation about the prospective purchaser. It is easy to sell someonea product that they are impressed with but that they don't need. Themost successful sales people however, are those who sell someone aproduct they need. The result is repeat sales because the customer knowsthat their needs will be met and they won't be loaded up withperipherals that become dust collectors. Article Tags: Geek Speak, Talked About Source: Free Articles from ArticlesFactory.com