The best salespeople…
simplify the complex.
Here are some real life examples of “sales speak” lines that are word-for-word out of the mouths of sellers:
“We leverage channel partners to integrate cross-platform solutions.”
“Our carrier rating allows us to tap into guaranteed underwriting across census sizes.”
“Our SFA cloud solution allows us to revolutionize legacy systems integration vs. resident CRM programs.”
“We’re a digital directory listing service.”
“Our Dynamic Digital Packaging gives you the design and programming scalability to apply Purls and QR Codes regardless of substrate medium.”
Do you see the problem?
We too often describe our offering in terms too complex for most buyers to understand. And if they don’t understand you, they can’t relate to you. And that means you’ll have trouble connecting which translates to fewer sales.
Why do we as sellers add complexity?
Let me offer three primary reasons:
1. The Curse of Knowledge – In the New York Times Bestseller, "Made to Stick: Why Some Ideas Survive and Others Die," the Heath brothers describe the archenemy of sticky ideas as the “curse of knowledge.” Essentially, we use language based on our own familiarity with the subject matter. We live in the world of IT solutions, group benefits, sales force automation, or [fill-in-the-blank] BUT your customers are hearing it for the FIRST TIME!
2. Self-Orientation – We use big words, complex phrases, and other jargon because we think it makes us sound knowledgeable, important, or like an expert.
3. Lack of Client Focus – This is the flip side of self-orientation. We haven’t thought through our narrative from the other person’s vantage point. How familiar might they be with our language?
So what’s the big deal?
You’re quite lucky if a prospect or client stops you to ask: “What do you mean by MBDR or Mirror Cloud?” The reality is they will listen as if they are supposed to know but the subtext in their head sounds more like:
"He’s using words that mean nothing to me and make me feel dumb."
“I don’t think she gets me or my firm.”“
“I don’t think he really cares about me and just cares about making a sale."
"I can’t relate.”
What’s worse is that complex language and concepts are silent sales killers. Most people nod and shake their head and will never tell you that you’re talking over their head because it’s too personal.
It’s much easier to consciously or subconsciously migrate to a competitor, stay with the incumbent (if you’re not it), or make no decision at all.
Here are 5 ways you can simplify the complex and grow your business:
1. Keep It Simple - Simple, the first principle described by the Heath brothers (click here to see the "Made to Stick" model) helps make your message connect and stay with others. Herb Kelleher, founder and former CEO of Southwest, cut through all the corporate mumbo jumbo and presented a clear and concise directive to all of his employees: Southwest will be THE low-fare airline. What’s the core of your message? Can you communicate it with an analogy or metaphor?
2. Kill the Jargon – 50 cent words, internal acronyms, and brand names will keep you at arm’s length from developing a deeper relationship and quite often, they will turn prospects off and tune them out. Use simple words and easy to understand phrases. Often times, they’re trying to understand the underlying plan or program and using language they don’t understand creates unnecessary confusion.
3. Use Analogies and Metaphors – Instead of describing your offering as a highly integrated vertical market platform, say “where Google may be like fishing in an ocean, this is more like fishing in a bathtub.”
4. Less Is More – If you find yourself talking for more than two minutes at a time (sometimes less), you probably need to check-in and make sure they are with you. Ask: “Is this making sense to you?” OR “Are we on the same page on this?” Use the same principle with emails, proposals, and presentations. Albert Einstein said it best: “Everything should be made as simple as possible but not simpler.”
5. Focus on the Client – Take the time to put yourself in their shoes. Do they know the acronyms, systems, products, brands, concepts you’re thinking of using? How else might you describe it to someone who’s hearing it without any background? The messaging should be very different, for example, for an IT Director versus a CPA.
The best salespeople make the complex simple.
Mark Slatin is a VP of Sales at entreQuest who is outsourced to a wide variety of companies to coach their teams, improve their client experiences, and raise their revenues.
Mark Slatin is a VP of Sales at entreQuest who is outsourced to a wide variety of companies to coach their teams, improve their client experiences, and raise their revenues.
Mark Slatin is a VP of Sales at entreQuest who is outsourced to a wide variety of companies to coach their teams, improve their client experiences, and raise their revenues.
Mark Slatin is a VP of Sales at entreQuest who is outsourced to a wide variety of companies to coach their teams, improve their client experiences, and raise their revenues.
