Tuesday, May 13, 2014

Speak their language!










The other day a landscaper presented his design services at my home. He was from somewhere out of the continent.  I struggled to understand his salient points.  When it came to the price, it was exactly what I wanted to pay.  However, I did not hire him.
Bottom line: I didn’t feel it would end well.  His difficulty in explaining what the finished project would be, left me puzzled. I simply couldn’t award him the project on price alone.
I’ve intentionally exaggerated the story, using someone with a language barrier, to articulate a potential pitfall when making a presentation to a likely prospect.
Here’s the question: Are you both speaking the same “language”?
 How many times have you attempted to share features and benefits of your product or service, only to notice your prospect is not paying attention, or (even worse) rolling their eyes? This classic tell-tale sign of boredom spells defeat before you can finish.
 Why might this occur if your features are strong, and the benefits are proven?
Why would this prospect remain unconvinced?
 Potentially, multiple things might be happening.
 It starts with “How did you present yourself?”
Are you being perceived as an expert in your field, or someone with “COMMISSION BREATH”?  (Desperate to make a sale, to hit a budget or please “the boss.”)
 Did you discover the TRUE purpose of WHY you are there in the first place?
Unless you correctly understand what this prospect is seeking, you are throwing “stuff” against the wall, hoping something sticks.  This tactic isn’t reliable enough to ever incorporate into one’s strategy.
Not stepping on a “verbal landmine” is another essential.
Over time, I’ve learned several “cringe-worthy phrases to definitely avoid! Here are a few:  See if they sound familiar?
(1) “Can I be honest with you”-This always makes me wince. I begin to wonder if the person has been lying about everything else.  Hit the “DELETE” button on this one.
(2) "I imagine you’re busy, so I will make this quick.” – If you have something to offer that is going to be beneficial, it shouldn’t be rushed.  Wouldn’t anyone make the time to listen, if they think you can be of aid?  This goes back to being perceived as an authority. 
(3) "Did I catch you at a good time?" –The only way there will ever be a “good” and worthy time is when you share power and relevance to the prospect’s world. Make sure you grab their attention immediately with a polished statement showing your expertise.  You have less than 5 second to make this happen. Done correctly, the timing will always be right.
(4) How about I just drop off some information." –If the sales person were gainfully occupied, would one ever have time to drop off materials and HOPE this prospect finds the literature worthy.  What are the odds that the prospect will even look at the materials?
 If your prospect is not interested in spending some quality time to learn about you, your company and your products, move to the next prospect !
Keep these steps in mind, come up with winning phrases, and always be on the lookout for hidden opportunities! REMEMBER:” Winners make it happen; Losers let it happen!”
 Don Tolep


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