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Um, Skip the drivel: Effective Communication Lands the Sale

Um, skip the drivel: effective communication lands the sale



"Some people have a way with words, and other people...oh, uh, not have way."

― Steve Martin

Customers scratching their heads in confusion over why you’ve contacted them aren’t in need of yet another lost-in-the woods sales presentation.  Instead of dazing them with directionless conversation give them a compass -- clear, concise language that drives your points home.  Direct, confident language can convey your ideas and value with conviction.  This means the difference between a persuasive point that brings in the order and one that limply falls flat.   Great communication is manna for reaching your sales goals.  So instead of dragging down conversation with weak, ineffective expressions use positive, straightforward verbiage to create credibility and spur your customer to action.  

Give yourself permission to radiate confidence in your next customer exchange by speaking or writing with greater assertiveness.  The following feeble words are better used talking to your fairy godmother.  Instead, use their more powerful replacements at right.

  • Avoid bland as white toast words and phrases like:Should, Probably, Could, Would  --  Will
  • Hope  --   Expect
  • If  --  When
  • I think/believe/feel/wonder
  • Hopefully
  • It seems
  • Fairly
  • Would it be okay (if)

Imagine the difference in customer response to the following examples.

"I think this widget is what you need to double production" and "This widget is what you need to double production".  

"I hope you are be available Thursday to meet" and "When are you available Thursday to meet?" 

And unless you’re vendor to the Hannah Montana -inspired set you’ll want to toss empty sentence fillers:

  • Just
  • sort of ("sort-a")
  • um
  • you know (ya’ know)

These types of expressions dilute the point you are trying to make.  Deleting them keeps your sentences crisp, assured and content rich -- making sure your idea doesn’t get lost in a bunch of linguistic mumbo jumbo.

Weak language also creates an unrefined image.   So you’ll want to avoid unprofessional slang like "yup" and "nope" that makes you sound like a Wild West gun slinger. 

Catherine Brinkman of the Dale Carnegie Training Institute of the Bay Area (www.bayarea.dalecarnegie.com) offers this advice:  "Using words like "sort of", "maybe" and "should" all cast doubt into our prospects minds.  Strong words let our prospect know that our offering is the right solution for them, we are confident our solution works, and it adds to our credibility when we show enthusiasm about our products. Using strong words helps get our prospects thinking- yes this will help me! "

She adds, "People buy on emotion rather than rationale.  Using words to help our client see how our service will benefit them, clearly, concisely with positive language will get our client excited about what we offer. As a result our prospects become clients faster. "

So remember that you can drive up in a Maserati, be wearing a Prada suit and represent the latest and greatest new technology but if communication fails you, you’re punting.  Practice what the sales pros know -- that to be a winner you need to consistently choose high impact speech that brings in the sale.

 

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