Technology for Dummies
Lesson 2: Show and Tell
Both Aqqad and Bettinger agree, doing a product demo is the best way for a distributor to make the sale. “If you can add value through a demonstration, you’ve almost locked yourself in,” said Bettinger. And since many of today’s presentation aids are already technology-based, showcasing a product serves a utilitarian function, as well.
“Gadget appeal and usability [are] what makes tech products so attractive,” Aqqad maintained. Being able to portray both in one fell swoop gives an item that already has a high-perceived value a level of tangible practicality. Bettinger explained that preloading a USB drive, for instance, “can change what was ‘just’ a USB drive to a dynamic and paperless way to introduce a product, distribute a catalog, leave your contact information, direct someone to your Web site or educate them on existing products.”
Lesson 3: Audience Engagement
Promoting a new senior center with MP3 players might seem a little ambitious, but generally speaking, technology products can fit a variety of heretofore untouched demographics, said Bettinger. “The public has been quick to adapt and accept new products,” he added. In fact, according to a recent study from TNS Compete and the Consumer Electronics Association, consumers aged 50 and above use various technologies at a rate comparable or equal to their younger counterparts. “Most people own at least one USB drive, a digital camera and/or an MP3 player, and the learning curve is fairly quick for those who do not,” he explained.
As with any constantly evolving sector, the pressure to stay current is always present. However, with certain audience segments, upgrading might only be necessary in some cases. “Demographics are certainly key, but the most important tool is asking the right questions to determine how experienced [the] audience is with technology,” Aqqad said. One such question, he noted, is whether or not the target has grown out of the current product (for example, young adults might currently want Blu-ray players as opposed to DVD, but can never have enough USB drives).