Selling To Geeks

To begin with, this chapter hits on a topic that is one of the most popular experiences in the business world today. This topic is pivotal to successful and profitable business practices because of it’s ability to impact the bottom line. The topic I am referring to is sales. A job in sales requires a person to develop soft skills that make personal interaction go smooth. Selling a product or service to anyone requires the salesman to understand and comprehend a product’s value in relation to their target markets demand. But that is where things can get a little rocky. In sales you have to be prepared for every possible human emotion, desire, and motivation because based on who is in your target market these things will show a lot of variability.

‘I’ll be honest, this car is way overpriced, gets horrible mileage, and smells exactly like steamed broccoli. . . it does have dual climate control though!’


Our text singles out a specific target market that adds to the difficulty of adequate and successful selling. Geeks. Geeks. Geeks. Our authors have led us on this journey of discovering how geeks work, think, and act in order to conclude with the most difficult task, selling to geeks. This requires us to know that geeks see the world differently than most people we interact with. But just because they are different doesn’t mean we can’t predict how they act. Geeks are habitually problem solvers so when selling you should illustrate a problem that only they can solve. Moreover, in order to transform a simple selling relationship into a long term you must develop an understanding on how geeks think, how they make decisions, what excites them, what  offends them, and what calls them to action.

When it comes to selling to geeks, a popular strategy highlighted is attempting to access emotions through reason. Just like everyone else, geeks must be persuaded in order to commit to a purchase. Presenting geeks with objectively verifiable reality is probably the quickest way to accomplish this goal. This is so because geeks reinforce their decision making with factual information rather than relying on their intuition or gut feeling. Another strategy used for presenting to geeks is using clear problem statement rather than pain points. This is remarkably beneficial because geeks have a problem and solution based worldview that motivates their decisions. By articulating your sales pitch in this way you can appeal to a geeks better nature. Making your pitch believable to geeks  takes a certain set of criteria. First you should craft a clear problem statement. This helps the geek picture his role in the process. Second, you should demonstrate how the benefits of what you’re selling resolve the problem. This illustrates why the scope of what your selling helps the current situation for the geek. Lastly, you should show how the features of your product delivers the benefits. This will reinforce the logic behind choosing your product.

“That was one GREAT salesman!”

Furthermore, when it comes to personal experiences and selling, I have little or no experience with selling to geeks. However, when I was 14 I did do door to door sales for a newspaper provider. Remarkably, a lot of the information that we use to sell to geeks is transferable to my door to door life. You must prepare yourself for anything and consistently rehearse your sales pitch. One thing I have noticed is that people buy confidence and charisma so I always did my best to combat natural nervousness. To conclude, I would encourage anyone to take a sales job at some point because of the personal development it unlocked for me.


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