As we have explored on The Humble Sale, preparation is crucial to sales success. However, there is one aspect of selling which often goes unprepared – the actual words we speak out loud. What we say in a meeting with a prospect or customer telegraphs a lot about us and impacts the buyers decision making. In this post we explore why it is important to guard your language so that a few throwaway comments don’t convey the wrong impression to your customer.
If you think about preparation you have done for any important business meeting recently, how much of it has been role-play rehearsal? Or you pacing a room saying things out loud? In professional sales environments meetings are always planned, but prep can be more focussed on the overall approach rather than what we will actually say. This leaves a large gap. A gap that can be filled by nerves, cliché, habitual language or subliminal messaging at odds with your goals.
The Danger Zone
The start of a meeting with a prospect is when you make your first impressions which last longer than you may think. Any damage you do by saying the wrong thing may take another 10 or 15 minutes to undo and re-establish credibility. This is often when we are at our most nervous or awkward, when meeting someone new. These nerves can lead to standard chit-chat that makes you sound like everyone else. Would suggest you don’t talk about the following: The weather, your journey to them (or vice versa), how difficult said journey was (“did you find us OK?” – evidently they must have as they are in front of you!), etc etc. All harmless, but all making you sound like everyone else they meet.
Instead, put them at ease, be calm and plan a few genuinely interesting things to say. These can be about anything (them/you/the world/something relevant to the meeting/literally anything), could even be questions, but must be different to anything else typically stated at this point and authentically you. Think about what you may say and practice. Unless it is genuinely your authentic style, try and avoid jokey ice-breakers or working to build casual rapport. Just let it come. Try not to be like other salespeople who think that “ice-breaking” is how you should spend the first five to ten minutes of your meeting. Better to be pleasant, friendly and get down to business.
Guard Your Throwaway Phrases
As part of my job I sometimes attend meetings in “buyer” mode with salespeople trying to sell me things. The following are all genuine statements that have been said to me by salespeople. They are throwaway phrases, but they all point to other truths or impressions:
- “I won’t bore you”: Very recent one this. They then went on to share some standard corporate sales slides – you know the ones, standard company financials, founded date, number of employees… Better to have not said this sentence, sort of underlined their own point….
- “I do a lot of talking”: I’d have preferred “I mostly listen and ask questions to help me understand”. If you want to be seen as consultative, you shouldn’t be doing lots of talking. If you are at the point when you talk so much you actually emphasise it, probably a good idea to review your strategy!
- “I’m here to negotiate”: Good to know! I had wondered if I could push you on your price point and now I know – I can! This is how a sales director introduced himself to me… Why he said it I have no idea.
- “We do see this as a partnership”: I talk about the Partnership word a lot. This phrase (or similar) must be used in most customer facing first meetings across the world. It is so over-used and so under-delivered. If you say it mean it, but if you do really mean it, no need to say it, show it. For more on the Power of Partnership click here.
Avoid Language That Suggests the Opposite is True
A bit like the throwaway phrases, sentences that underline a point often suggest the opposite is true. Have a look at the below, you’ll see what I mean (again all from meetings in the last month):
- “This is a true story”: When they said this the “true” was emphasised. They were talking about a client case study. Impression I had was that either the story wasn’t true or that every other story they had mentioned wasn’t true.
- “I will be honest”: Always dangerous. Tends to suggest that everything else you’re saying isn’t.
- “This is our best pricing”: Really? We’ve never met before and you’re giving me your best pricing over and above all your loyal or larger customers? Would be better to say: “this is fair pricing for the solution we are offering” if you have to say anything at all. Better just to give the price?
Use Language Sparingly and Embrace Silence
Both of the above language phenomenons are often the result of padding. Salespeople being afraid of silence and pauses. The thrust of what they are saying may support the overall approach, but all the padding undermines their credibility and makes them sound like their competition. Better to ask really good, curious questions. Then listen. Then ask deeper questions on what you’ve just heard. Pause if you need to for planning your thoughts. Pauses are good. They show you are thinking and not rushing to talk or say your piece. Also, the customer may fill the silence and offer more useful information. Calm and collected wins the day.
Practice Makes Perfect
Thought I’d finish on a cliché, one that is true (see what I’m doing?). Seriously, the only way to get good at anything is practice. You may find role-play embarrassing or awkward but it can really help. Take a colleague to one side and bounce around some scenarios maybe? Alternatively, write reminders in your notepad on what words to use or avoid. Keep doing this until you form the habit of guarding your language. It will make you a better, more impactful salesperson.
Finally, please remember that your words have to be just that, yours. Not spouted sentences copied from someone else, but you talking. This will stop you seeming false and lead to a better relationship with the buyer.
I’ll keep my language simple: Thank you and Press the Subscribe button now!