How to market complex products

The information age has led to an undeniable increase in specialization, with new, more technical, and innovative products and niche service offerings surfacing to support businesses and consumers to meet needs that didn’t exist only a few years ago.

But how do you effectively promote what you make or offer when most people are unaware of its existence and have difficulty comprehending its benefits? Here are some helpful hints to market your complex product or service.


Focus on the advantages rather than the technical aspects

The most common blunder made by technical organizations is to bury prospects in specifics when all they want to know is why the product or service is important and what it will do for them.

As a result, focusing on broad advantages and results rather than minute engineering specs and other details is the best approach. Details may have a place, but it’s usually not in your front-line marketing materials.


Sell to a variety of levels inside an organization

Many technical businesses skip this stage, claiming that they only sell to engineers, IT support managers, and other professionals who are familiar with their goods.

While this may be true, the ultimate purchasing decisions are usually made by someone else in the company (like a business owner or division VP). As a result, it’s critical that you have documents that emphasise major benefits so that consumers who have a less technical understanding of your product can still appreciate its value and can justify the purchase.


Provide evidence to back your claims

People are more distrustful of your claims and guarantees when they don’t fully comprehend what you’re delivering. Using case studies, instructional videos, and customer testimonials to back up huge claims can go a long way toward establishing credibility. Again, these don’t have to be in-depth explanations of your products and services; instead, they should emphasize the tangible benefits.


Defend the pricing and tried-and-true methods.

One of the most common objections to technical solutions is that they are sophisticated, inventive, and proprietary, implying that the client is being asked to pay a high price for something they don’t completely understand. To avoid this problem, emphasise how much the purchase will cost your buyer per day or month (rather than hitting them with a large “sticker price”). Alternatively, express the cost in terms of expense savings or enhanced profit margin.


Pay close attention to the competition.

If you’re the only company offering your product or service, you’ll obviously want to let people know. If you do have competition, though, consider how you handle them in your marketing materials. For one reason, your buyers may be unaware that there are other providers, in which case you should avoid mentioning them at all, as it may drag down the sales process.

If clients are likely to look around, emphasise your competitive advantages, but this time in “big picture” terms: lower prices or running costs, longer warranties, greater performance guarantees, and so on. The last thing you want is for your customers to compare and contrast technical aspects that they don’t comprehend between companies.


How to convey your message

Now that you know what approach to take in your messaging, the question remains, how will you convey your message?

Some marketing collateral will be better suited than others to advertise the kind of product or service you offer.

Start by creating dedicated landing pages with lots of information about why your product is good and what it will do for customers. This is great way to help customers online get to grips with what it is you are actually offering.

If your product is complex to use, offering a step-by-step guide will help your customers navigate the intricacies of your product, and understand how it is useful or beneficial to their life. This could be done in PFD format or using info-graphics.

Another way to do this is to create an explainer video that can outline everything the customer needs to know about your product. Again, this should steer as far away from the nitty-gritty technical aspects as possible and focus only on what the benefits of your product are, a simple explanation of how, and a step-by-step how-to guide. Ideally, each of these topics would have its own video. Keep it brief and keep it as simple as possible. Break things down into bitesize chunks to help consumers digest the information you are trying to convey.



In the end, it’s less vital for potential consumers to know everything about what you do; what’s more important is that they comprehend the benefits of the product or service and why they should consider purchasing from you. The value propositions of most complicated businesses are nonetheless – or should be – quite straightforward. Find yours, and you’ll be on your way to selling something that would otherwise appear overwhelming to your prospective clients.