When you talk to customers and prospects about your products, don’t try to impress them with big words and bigger ideas. You aren’t going to impress anyone (except yourself, perhaps).
Try what the best sales and service pros do: Use the fewest words — and choose the simplest terms. That’s the way to capture the attention and interest of customers and prospects. Even better, it shows them you’ve listened to their thoughts and understand their needs.
Meet their level
It comes down to talking at the level of your audience — whether it’s one or 100, according to Dave Yewman and Andy Craig, authors of Weekend Language: Presenting with More Stories and Less PowerPoint. Whenever you communicate with customers in a clear, simple way, you come closer to ensuring they’ll buy now and again.
That becomes more possible when you use these key phrases when talking sales with customers:
- “Imagine …” It’s an elegant way to help prospects see how your product or service will play out in their business or life. For instance, “Imagine the weight lifted off your shoulders when you know your facility is locked tight and under surveillance 24/7.”
- “What that means is …” Fill in the rest with what customers care about most. Translate so they don’t have to do it.
- “For example …” You have an arsenal of real-life proven stories on how your products or services have benefited other customers. Share them.
- “Think of it this way …” Analogies are useful for reframing things that might be perceived as negative. They also help paint a picture to bring a solution to life in customers’ eyes. One caveat: Avoid stretching any truth with analogies.
- “What makes us different …” Call out your unique quality or concept that sets you apart from the competition.
