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Does jargon sell tech products or not?

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Those of us in the tech world who shun jargon may forever remain an underclass. We may never rise to the mainstream, where today tech-centric vendors rule. So I’m delighted when I meet another one of our clan who declares proudly his rejection of tech-speak.

Don Farber, vice president of sales and marketing at KnowledgeSync, says that to reach business customers, you have to use words they understand. For many buyers in the mid-market, that means avoiding any jargon at all.

Here’s how he orders a steak: “I ask for ‘pink in the middle.’ When the waiter asks me, ‘Rare?’ I say, ‘I don’t care what you call it, just give me a steak that’s pink in the middle.'”… Read the rest “Does jargon sell tech products or not?”

Play terminology by ear when selling to the mid-market

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Those who sell BI software to mid-size companies get to be good at nailing down what shoppers want. These shoppers are smart and hard working. But when they shop for technology, the shopping list may be just a problem, a wish, or a fantasy—known only by a description.

I just spent Monday and Tuesday helping a client sell his BI software at Sage Summit in Denver. I also wandered around to other booths.

Don Farber, VP of sales and marketing at KnowledgeSync, which among its products is automatic alerts, describes a common conversation: “I tell him he may need alerts, and the guy says, ‘No, I don’t need alerts.… Read the rest “Play terminology by ear when selling to the mid-market”

There’s always a food angle, even in text analytics

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Text analytics was one of those things I heard about every so often. Like so many terms in this business, the term comes out of a speaker’s mouth or PR person’s press release only to blow away. There’s no story, no context, nothing to chew on.

Then came a press release at BI This Week with a rare combination: surprise and concreteness. It said text analytics would help with food safety. I’m all for food, but I had no idea what text analytics had to do with it.

I emailed UK-based Linguamatics, publisher of the nifty tool they call I2E. What’s this I hear about food?… Read the rest “There’s always a food angle, even in text analytics”