Explaining Complex Technical Issues to Business Leaders

I must admit that it’s quite a common challenge when we’re pitching our products and services to decision-makers within the corporate structure of our Publishers. Our business model revolves around various technological solutions and machine learning algorithms, we need to find a common ground with people who understand tech less, but who have a broad and often quite detailed overview of our customers’ business.

Some advice on explaining complex technical issues

1. Be aware of who you are talking to and use your empathy

What we have found that works best is to discuss issues that matter the most for the Publishers we work with, which in most cases is the issue of revenue optimisation. We want to focus as much as possible on the additional revenue and cost savings that the adtech solution can bring. Of course, we need to highlight the most relevant features of our technology and be prepared to explain all aspects of implementation and utilization. This detailed explanation always needs to start from the broadest perspective and gradually drill down into the details. And once you notice that the person you’re talking to is starting to lose interest or understanding, then you need to take a step back.

Being able to notice this at the right time is a challenge in itself; particularly in times of remote work and Zoom calls…

2. Take care of their needs so as to avoid failure

Business people don’t like to feel incompetent or inadequate, especially when they are with people they are working with or managing. They might need or want to always present an aura of competence and understanding around themselves. So you must make sure that they understand what you’re talking about.

The worst thing that can happen is when the most important person in the room thinks they get what you’re saying, but in fact, they don’t. If that’s the case, it might lead to poor decisions or unrealistically high expectations. If this happens, sorting it out in an email summary after the meeting might prove to be a tricky fix.

3. Don’t count on their understanding of something, make them understand

Lingo that’s familiar for tech teams, may be impossible to understand for non-tech people. Some people might think that they seem more competent and smarter when they are using words that some people don’t understand. In reality, it’s quite the opposite. If you cannot explain a complex thing to a five-year-old, you will not be successful.

4. Create a safe space for asking questions

The most successful approach I have found has been to simply create a space in which everyone can frankly say they don’t understand something. If you’re able to achieve this; then start with simply asking the question of how much basic information you need to provide before proceeding further. But if you don’t want to “talk down” to your colleagues and explain to them the stuff they already have a full understanding of, why don’t you simply ask if that’s even needed, right?

5. In a world full of hard stuff, try to find someone soft

Finding people who possess the right balance between tech-related skills and soft skills is hard. If you’re able to employ a person that has both, do your best to retain them. These people will perform great whenever they’re managing teams, projects or working in sales. If your team lacks this kind of person, try to find in the team someone who has the best potential of being able to hone these soft skills. Not all people feel good around others, so don’t push them to step outside of their comfort zones.