
Presenting Technology Solutions To Non-Technical Clients
I’m a middle person. As a consultant, I establish and nurture relationships between clients and suppliers. I need to understand both parties and help them work cohesively together. Yet, this position also places me between highly technical people and those who, a lot of time, are not. Having worked on both sides and in between, I have found technical language frustrations to be obstacles in the procurement process. Ones that can impact the ability to build succesful client-supplier relationships.
I’ve seen software companies with incredible capabilities and superior products lose opportunities because the of the way they communicate information about their solution. They’ve talked in tech jargon and acronyms and lost the client’s interest. I’ve also seen technology partners win over non-technical clients with clever-sounding jargon and then be unable to deliver because they never really understood what the client needed, and the client never really understood what the technology could actually do in real terms.
“When all you have is a hammer, everything looks like a nail.”
Suppliers often get trapped in this way of thinking. They see every problem as one that can be solved by their solution and this stifles proper communication and creativity. It can also lead to pitches that focus entirely on the technology, with a lack of attention on the client’s business.
Furthermore, this approach implies an expectation for the client’s business to adapt to the framework of your software. In some cases, this may be appropriate. Often though, client-supplier relationships require both parties to work together to harmonise software capabilities and business processes.
Technology partners must learn how to pitch technology solutions to non-technical clients with clarity if they are to build a productive relationship.
Whilst many top tips and techniques can be found for doing this I believe, as someone who has seen many supplier presentations/pitches, that changing the mindset is key. So, here are three key things to bear in mind when talking tech to non-technical audiences:
Tech Is Your Speciaist Subject

My Dad loves quiz show! In fact, he was going to be a contestant for 80’s Going for Gold, before I think he may have chickened out. Before he got Dementia, one of his favourites used to be The Chase. He used to love the 5pm spot, and would be poised ready to blurt out the right answers. The Chase was a firm favourite because it was all general knowledge – no specialist rounds. Not like Mastermind or University Challenge.
Most people prefer general knowledge because it’s easier to understand the questions (mostly) and with a bit of luck, you’ll know the odd answer, or at least be able to put in a decent guess. There’s even an equal chance you can get a few answers right. You only have to be a bit lucky. Yet, specialist subject rounds are where contestants get to choose a niche subject they know a lot about and are asked very specific questions.
I’ve heard that less people enjoy these types of rounds, which makes sense because it just isn’t as enjoyable for the audience. It’s no fun to hear a lot of detail on a topic you don’t have any grounding in. You can’t participate, you’re not really learning anything and it can even make you feel a little inferior.
It’s a lot like when someone is explaining something to you using a language you don’t speak – technical jargon.
When you present, demonstrate and/or pitch technology solutions to a non-technical audience you need to avoid three common pitfalls:
- Using acronyms, abbreviations or industry-specific terminology
- Going into too much detail regarding how the technology works
- Making assumptions about the audience’s technolgy knowledge/understanding
Technology is your company’s specialism. That has enabled your team to create the software, but it won’t help you sell it, because technology isn’t your client’s specialist subject. They are likely to have a different skill set which makes them a specialist in their industry. So, you’re going to have to find a narrative you can both follow.
A Need-To-Know Basis
Being passionate about a subject can lead to a great presentation. Sometimes, though, it can get in the way. Particularly when there’s a barrier between your expertise and the audience’s knowledge. Passionate people can get swept up in the detail and forget the wider picture which is usually the part most relevant to clients.
Presentations are not really about explaining your product, they’re about explaining how your product can support the client’s business. Therefore, all discussions with clients, whether you’re demonstrating/presenting or you’re trying to solve a problem for a current client, should be approached from the point of view of the client – what do they need and why. You need to be asking yourself – what is the attended outcome and how might this be achieved?
For example, the client probably needs to know whether you can provide them with data and insights that can help them improve their reach and conversion rates. They don’t usually need a detailed technical explanation as to how you capture data, they want to know what data you capture, how easy this is for them to access and how other clients use this data to improve their marketing practices. Yet, many technology software providers plunge straight into explaining how the software works and, even if the client follows the process and understands, it’s still not all that important to them.
Ultimately, a client’s time is precious, especially in the attractions sector where there’s a tendency for many people to be managing multiple roles, so they need a solution they can quickly understand.
So, how do you ensure they understand your software, without getting highly technical? You focus on what the client needs and wants to know, not on what you know.
The power to listen and ask great questions is key to starting this process.
Focus On Concept
“If you can’t explain it simply, you don’t understand it well enough.”
– Albert Einstein
Plenty of experts can stand up and give a detailed explanation of a topic or process they have a comprehensive understanding of but that’s not a presentation, that’s a lecture. Learning is vital on both sides, but learning should be focused on the solution as a whole and its intended outcome. Clients just need to know what the software does and whether it will work well for them.
To address this, you need to focus less on detailing processes and instead communicate the concept. Steve Jobs excelled at this. His product launch talks went viral because he pitched an idea and then he told audiences he had the technology that could make that idea come alive. He didn’t talk tech. He didn’t explain how they built the iPhone because he knew no one cared. They just wanted to know if and how it could make their lives better.
If your potential client is considering investing in new software, then they’re probably not completely tech-illiterate so you needn’t avoid any technical talk at all, but the concept should always come first.
Take the Internet – If you were to meet someone who had never heard of the Internet and you had to explain it to them, what would you say?
Well, you could tell them that, ‘The internet is a worldwide network transmitting data and media across interconnected devices and that it works by using a packet routing network that follows Internet Protocol (IP) and Transport Control Protocol (TCP).’
Or, you could explain the concept of the Internet. You could relate the concept of the internet to a modern-day Post Office . ‘We’re able to send information and messages via this system and these communications are sorted through and directed to the right places virtually – a lot like the postal system.’
This second option doesn’t patronise but it does use common terminology and leverage a concept already widely understood. Plus, it explains what the internet does so that we can swiftly move on to what it could be used for.
If technology partners can present their software in this way – by introducing the concept first – then it doesn’t just break down the technology language barrier, it helps to sell the product.
How? Because once you’ve explained the concept then it’s a smooth transition into highlighting the benefits and capabilities of your software solution, and this is the part you really want to dedicate your presentations/demonstration time towards.
Are You A Software Partner Wanting To Gain More Attraction Or Leisure Clients?

Sometimes it takes someone in the unique position of being external to your business, to be able to identify your unique selling points and how to leverage them. It can also help to work with someone who has first-hand experience of best practices to maximise sales conversions.
Having been client side for a large proportion of my career enables me to, better support software partners, by combining both operator’s needs and software industry knowledge. This allows ReWork to support their business growth and help them earn a first-class reputation within the attraction, leisure and hospitality industry.
Working closely with you, ReWork can assist you with:
- Ticketing Market Review
- Development roadmap planning
- Product placement and launch/re-launch strategy
- Marketing strategy and implementation
- Sales conversion strategy
- Product demonstration conversion
- Onboarding best practice
- Client retention support
Get in touch today to arrange a consultation and let’s see if I can help you develop your business and client relationships.