‘What this means is that…’ Such a simple phrase, so rarely used, so costly to selling. Here’s what I mean. Technical language necessitates lay explanation Technical language can be found in every industry. This could be industry or institution specific. And what it means at industry level could be different, institution. For instance, Q1 to
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Avoid the word sell when selling. When the term sell is used, sellers are left high and dry as all other parties look on them as pariahs. Successful sellers steer clear off the word sell. And many other words to avoid when selling. This is because the word sell is pleasurable only to sellers. To
Listening and reading are wildly different forms of consuming content. So are physical and virtual audiences. Therefore, presentation to virtual audience must be adapted accordingly You’ve just sat down to watch the 7’oclock news on NTV. The newscaster comes on. He is holding that day’s Daily Nation. Your face spells, “Huh?” Then you smile. It
Buyers will refer to it as they understand it, and expect the seller to know what they mean. Work with buyer’s name of your product. The risk is minimal, the benefits huge. Unless they are on premium, most buyers rarely differentiate a product the way it’s seller does. The seller uses its official name. Buyers
How to convert more leads to sales, you wonder? Don’t be too quick to assume successful lead conversion based on the lead giver’s goodwill with the lead. To begin with, a lead is a potential sale, not an automatic one. In fact, even a hot lead, is not an automatic one. A lead can be
Even if he has just seen three patients in succession before you, displaying the same symptoms as you, a doctor will not infer the same diagnosis for you. Inference is a conclusion reached on the basis of evidence and reasoning. Fact is a thing that is known or proved to be true. Consider the sentence,
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If the sale is to succeed, the presentation must be tweaked appropriately for content, style and duration. So, adjust your presentation across the hierarchy. To begin with, picture this. You tell your finance or managing director that, “Reconciliations are not being done correctly in the accounts department.” Likely, he irritatingly wonders, worse, for you, angrily
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To do this successfully the seller should come from a point of ignorance, not knowledge. Keep it customer focused until he sells himself your lozenge having felt his pain. For instance, having surveyed the photos on the walls, showing the varied countries the Chief Engineer has worked in, this insurance agent points and breaks the
You notice that the damaged machine belongs to a competitor. You start salivating. Don’t! It is not an invitation to a sale. Buying means changing and chancing. Abandoning the familiar and risking. The risk could be reputational (Will we end up with egg on our face partnering with this new firm?) or financial (will we
Usually, that’s the easy part especially if it’s in memo/email format where all one has to do is complete the ‘To’, ‘From’ and ‘Subject’ fields. The challenging part is the why, when and how. Who, what, when, where, why and how. The five Ws and one H are such a basic structure of effective communication