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How To Sell Using the Buyer’s Language #528
Have you ever struggled to build rapport with a prospect in a new industry? In every professional field, there is a distinct vocabulary understood by few. This specialized language includes unique terms, phrases, and acronyms essential for effective communication. To excel at selling, you must not only grasp this vernacular but also possess the ability to decipher the language of the buyer. Today, we explore the art of understanding the buyer’s language. This skill is crucial for establishing rapport, demonstrating expertise, and ultimately succeeding in sales. By honing this skill, sales professionals can deepen their connections with clients, anticipate their needs, and foster trust, which enhances their effectiveness in the marketplace.
Today’s Chapter: Speak the Buyer’s Secret Language
First,
set aside unfounded assumptions.
Next,
listen to learn the buyers’ language.
Then,
question to understand their lives,
seeking to know what they know.
accepting what they say as fact.
In the buyer’s language,
sellers communicate with confidence,
knowing lasting relationships are borne
from transparent negotiations.
Today’s Story
On Monday, Chris started a new job selling a new product in a new industry. Excited to begin, Chris hit the ground running, only to find failure with each call and each email. Repeatedly, prospects showed no interest. It was frustrating. What seemed to work in one industry didn’t fit this new industry. And sensing a rising level of discouragement, Pat stepped in to help.
“Chris,” said Pat, “this is a very different industry compared to your past. I know it’s a big challenge. If you don’t know the 280E issues or the 8300 form, prospects don’t trust you to understand their business. This is a big hurdle.”
“I know!” said Chris, “There is so much to learn.”
Pat went on. “Every industry has a secret language. And in an industry as new and changing as this one, there are no books or articles for self-study. But here’s the good news: once you learn that language, you become a member of the tribe. When that happens, prospects will trust you and buy from you.”
“So how do I do that?” asked Chris.
Pat answered, “All of us are new to this market. I wish I could tell you more. But instead of asking prospects to schedule a meeting, ask them for advice on the industry. Learn their language, learn the nomenclature. Understand their challenges and the vernacular that goes with them. Ask them for advice on our product offering and listen to how they describe the features and benefits. I expect this is going to take a while, but over time, we can learn this business and excel.”
Take Action Quote
Lao Tzu wrote, “The greatest Virtue is to follow Tao and Tao alone.
The Tao is elusive and intangible., and yet within is an image.
It is elusive and intangible, and yet within is form.
It is dim and dark, and yet within is essence.
This essence is very real, and therein lies faith.” (TTC #21)
This too is true for sellers. Instead of guessing what buyers want, you must set aside your ego and accept as fact whatever the buyer says. This is an act of faith.
Wade into their world to understand the lingua franca of their business. Make no assumptions, speak only about their aspirations, challenges, and concerns. Your responsibility is to learn their language, not vice versa. The best way to learn is to ask their advice and accept there are no dumb questions. First, crawl, walk, and then run. There is no skipping of steps when learning the buyer’s secret language. But once it’s learned, you’ll know for certain how best to communicate with your prospect.
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How to Connect with Pat Helmers at Sales Babble
Sales Babble shares selling secrets for non-sellers. Masterful selling is understanding what buyers want, discerning if you can help, showing what you have and helping them to make a decision that is good for their business and yours. See https://salesbabble.com
You can be yourself when selling. It’s all about helping others with their challenges and aspirations. I’ve interviewed 100s of sales experts and discuss all things sales: prospecting, qualifying, value propositions, presentations, demos, closing, generating referrals, earning references, upselling, marketing, lead generation, copywriting, and most important the right selling mindset. Stop fearing sales and embrace it. Learn the selling secrets for non-sellers and start making a difference today. Here is the entire back catalog of episodes in the sales podcast. Look here https://www.salesbabble.com/sales-podcast-free-advice/
This is a production of Habanero Media https://habaneromedia.net
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