You’ve probably heard the expression “talk is cheap.” That expression does not apply to sales. What you say during a sales call can have a huge impact on whether you make a sale— or not. Are you saying the right words for sales?
Are you pronouncing the right words for sales?
Imagine you are in a financial discussion with a buyer. You begin the conversation with referencing the data in an Excel spreadsheet. You mention a few numbers and their significance. Then you say, “The physical year ended in September.”
The word is fiscal, just in case the word physical didn’t just jar you when spoken In a financial context. A buyer who hears someone reference physical instead of fiscal in a financial conversation will think less of your expertise and credibility. Salespeople are selling their expertise and credibility in addition to their products and services. Why would you make it harder to make your sale?
These are words that especially jar me. Height is pronounced with a hard T at the end, not with a ‘th’ sound. Using like in between every other word is another nails on a chalkboard moment for me. Learn not to use like incorrectly if you’re one of those people.
Are your charts confusing people?
You probably use charts and graphs to communicate useful information to your customers as you present your products and services. The charts you use must be helpful to visualize the information you want to communicate.
I was recently in a meeting when the presenter used charts and graphs to present the annual budget. Typical departments are Transportation, Human Resources, Legal, Public Safety and Infrastructure. Instead, each pie chart was segmented into groups that made no sense. Labels included SAFE, LIVABLE, and GROWING. Would you be able to interpret those labels? I couldn’t or at least I wasn’t certain I was guessing correctly. And why should I have to guess?
Be sure your charts and graphs enhance the understanding of what you want to communicate. The words you use can help or confuse.
How do you sound when you speak?
Do you speak with confidence? You demonstrate a lack of confidence when you speak haltingly. Just remember, it’s one thing to think before you speak. That’s totally acceptable. It’s another to not know the answer and start to make something up as you’re speaking.
Let me be the first person to tell you, if no one has yet, that it’s all right to say, “I don’t know.” when you’re asked a question. Then be sure to tell your customer that you will find the answer and get back with him.
The expression talk is cheap is only relevant when it refers to talking without action that follows it. You want action—a purchase– after you speak. Just be sure you’re using the right words for sales.