1. Message First, Everything Else Second
Ephraim Cohen
Executive Vice President & GM, Technology
Edelman

2. Different points of view Being misunderstood English for techies
Today’s Agenda
Different points of view
Being misunderstood
English for techies
How do you speak?
Different audiences, different messages
Test your message
Use your sales force for audience feedback
Communicating the benefits
Look at what your influencers are saying

3. You are always selling a message
Why is this important?
You are always selling a message
For a product, service, idea, approach, person…

4. The Different Points of View
The same technology can be
The end all be all coolest thing in the world
Internal technology professionals
A critical tool or critical part of a strategy for moving a business forward
CIOs, some departmental and chief executives
A basic support technology that can save a lot of money
Financial executives, some IT professionals
Something that provides benefits but not necessarily critical ones.
Everyone at times
It all depends on the perspective

5. How do you speak
Do you say
“global IP networking for converged data communications with increased ROI” Or
“Products that helps your people communicate with each other anywhere in the world, anyway they like, all on one bill and at significantly lower cost”

6. Why Oh Why Am I So Misunderstood
Do you have to explain yourself three times?
Was an obvious sales target not interested?
Are you connecting on their level? Or are you trying on yours?
Did you lose a sale do to lack of budget? Or lack of understanding?

7. What is a techie? Anyone who works in a technology company
English for Techies
What is a techie? Anyone who works in a technology company
We all get swept away with the lingo…sweep back
Practice your English…with your families
Remember, the word “Internet” is a technical term for the rest of the world

8. Communicating the Benefits
Different benefits for different audiences
Technical
Business
Behavioral
Ask questions and find out what they want to buy
It’s not what you want to sell, it’s what they want to buy
A story, analyst report information, product, strategy

9. Different Audiences, Different Delivery
Trade media
Don’t assume they understand the technology
Do ask them what their interests are (and read their articles beforehand)
Business/general media
Their audience is everybody – technology people are only a small percentage of their readership
Industry analysts
Usually technical
But different areas of focus
Your investors
Numbers, numbers, numbers
Growth, margins, market potential, technical advantages, etc
Your buyers
Some are techies, some are accountants, some are every day professionals

10. Try different pitches internally first
Test Messages
Try different pitches internally first
Use focus groups of target audiences to find out how they are hearing your messages
Probe during conversations to see how your message is being received (in real time)
Use your sales force force for audience feedback

11. Where Does Your Audience Get Information
Read the magazines your customers are reading
Technology
Vertical
Business
General
Look at the industry analyst reports to see what your customers are seeing
Not what they are saying about you
Talk to existing customers and your analysts
Why do they like you
What don’t they like
What do they think is the best approach

12. Through your resellers Through your sales force
Feedback – Get It!
On the spot
Real time feedback – ask questions that play back your messages to make sure they were heard correctly
Through your resellers
Through your sales force
Directly from customers
From the media, analysts
Everyone…even your family

13. Integrate it into your communications efforts
Implementation
Lay out your messages
The core message and your proof points
Integrate it into your communications efforts
Sales, advertising, public relations, internal communications
Set up feedback mechanisms
The more you can repeat it, the more it will be heard – repetition is king!