IT products are often difficult to understand, especially if they are focused on the B2B segment or contain technical nuances. However, customers don't buy technology – they buy solutions to their problems. Therefore, the ability to explain a complex product in simple words becomes a key sales skill. Let's look at how to do this effectively.

Before explaining the product, it is important to understand:

• What problem does your product solve?
• Who makes the purchase decision? (Tech guy or business executive?)
• What is the client's level of technical training?

If your client is a business and not a developer, you should not load it with terms like APIs, integrations, and microservices. It's better to say: "Our product will help you reduce costs and speed up your work."

The client is not interested in technical details if they do not lead to benefits. Formulate the advantages of the product in an understandable format:

• Instead of: "We use AI algorithms for predictive analytics."
• Say, "Our service predicts demand, helping to avoid losses and increase profits."

Each product function should answer the question: "What does it give the client?"

IT companies often make the mistake of talking about features instead of value.:

• Not just: "We have automatic notifications."
• But like this: "You will know about the problems earlier than your customers."

Focus on the end result for the user.

It's better to see it once than to hear it a hundred times. Which helps simplify complex concepts.:

• Screenshots and GIFs showing how the product works.
• Short videos with a simple explanation.
• Infographics with key benefits.

The less text and the more visual, the higher the understanding.

Stories work better than dry descriptions. Instead of a technical explanation, try a real client's case:

• Before: Company X lost 20% of orders due to slow data processing.
• After: After the implementation of our solution, processing accelerated 3 times, which increased revenue by 15%.

Emotional and live content is always more effective.

If your product is complex, use comparisons and analogies.:

• Not: "Our solution works on the principle of asynchronous event handling."
• But like this: "Imagine that you order food from several restaurants at the same time, and all orders are prepared in parallel – this is how our service works."

The simpler the explanation, the easier it is for the client to make a decision.

One of the best ways to explain a complex product is to give the customer a feel for it in action.:

• Free trial period.
• Interactive demo version.
• An online presentation with an analysis of real cases.

When the client sees the benefits for himself, complexity will cease to be a problem.

To sell complex IT products, you need to speak the client's language. Explain solutions to problems rather than technologies, using simple examples, visualizations, and stories. The more accessible your explanation is, the sooner the customer will understand the value of the product and make a purchase decision.