Driving commercial success in AI, Blockchain & Emerging Technologies

Selling emerging technologies means operating in the gap between hype and reality. Buyers are simultaneously intrigued and exhausted – they've heard the promises but remain sceptical after encountering inflated claims.

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What’s not working for commercial teams in the AI, Blockchain & Emerging Technologies sector?

The fundamental challenge for commercial teams in the AI, Blockchain & Emerging Technologies sector is market education. Prospects don't fully understand what these technologies actually do or where they fit. Without proven ROI data or established case studies, buyers face genuine uncertainty about integration complexity, required skills, and whether the technology will work as advertised. Most organisations would rather wait for validation than risk being an expensive early adopter.

Market education

Market education

Buyers lack understanding of emerging technologies and their application.

Unproven ROI

Unproven ROI

Limited case studies and track records for newer solutions.

Implementation uncertainty

Implementation uncertainty

Concerns about integration with legacy systems and skill requirements.

Hype vs. reality

Hype vs. reality

Buyers are sceptical after encountering overinflated promises.

Risk aversion

Risk aversion

Organisations hesitate to be early adopters of unproven technologies.

These challenges not only weaken your competitive advantage but also make it harder to build long-term customer relationships.

Ready to improve your skills?


The telecommunications tech trap

Learn how to prevent customer enthusiasm from evaporating and why the right marketing content is crucial to support successful sales

How Huthwaite solutions address these challenges

Our solutions help your sales team stand out where buyer education is critical. Rather than overwhelming prospects with technical details, sales teams use questions to help buyers discover applications relevant to their specific challenges.

Educate buyers through discovery

Educate buyers through guided discovery rather than lectures.

Educate buyers through discovery

Identify specific use cases

Identify specific use cases through Problem questions before discussing technology.

Identify specific use cases

Build confidence

Build confidence by helping buyers articulate expected benefits in their own words.

Build confidence

Address risk concerns

Address risk concerns by exploring implications of maintaining the status quo.

Address risk concerns

Emerging tech, existing problems

Position emerging tech as solutions to existing problems rather than technologies seeking problems.

Emerging tech, existing problems

Solutions for the AI, Blockchain & Emerging Technologies industry

With 50 years' research guiding our understanding of consumer behaviour, our Academy has evolved beyond traditional sales. Discover our comprehensive range of courses below.

SPIN Selling

SPIN Selling

Generate more sales and reach higher levels of customer satisfaction

Complex Negotiation

Complex Negotiation

Learn proven techniques that deliver measurable results in real-world complex scenarios

Sales Opportunity Management

Opportunity Management

Unlock the psychology behind successful decision making and manage complex sales

Why choose Huthwaite?

Fifty years of research

Research-proven behavioural science for real world sales, negotiation and communication results

Fifty years of research

Global reach

Trusted by businesses in over 100 countries

Global reach

Behaviour change that lasts

We don’t just train skills – we help you embed them for sustainable success

Behavioural change that lasts

Ready to improve your commercial skills?

Complete the form below to find out how we can help your business reach its commercial potential.