June 2018

I admit I do not read many blogs. However I do enjoy Seth Godin’s blogs as they are short, insightful, and prod you to think a bit differently about many topics. One that recently caught my attention was titled: The Words That Work. As selling is a profession of verbal communication, I started to connect the dots. 

To whomever we are selling our product or service, what we say and how we say it has tremendous impact on the desired end result. Sales trainers and various companies’ sales platforms will generally require a certain way to structure a sales presentation. However, no matter the style, in the end, it is always about the verbal connection with your buyer. Words matter.

Agents need to be mindful of what they say. For example, I recently viewed a video of a sales agent who overall did a decent job of showcasing her product. She was touting the unique energy efficient features of her homes. So far so good. However, instead of ending with a strong statement about her builder and their high quality homes, the agent ended by stating they included one of the features because they (government entity) made them. So the message is her company only includes certain construction features when forced to? While the agent meant to send a different message, what she did say negated some of the value she was building up to that point. Words matter.

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A major component of sales is persuading a prospective buyer your product or service meets or exceeds their needs and expectations. However, we can’t do that unless we are truly listening to what that buyer is saying. In his blog, Seth states that when we are discussing a point with someone, we tend to use words and images that work on us, not necessarily that help the other person.  When the agent uses industry jargon, more than likely what they are saying is lost on the buyer. Agents must use language that clearly explains the feature, service or purchase requirement in a way the lay person understands. 

Seth adds that people tend to make their points or engage in discussions in a way they like to hear them. In sales, it is essential to do the opposite. Listen to your buyer. Over the years sales trainers have taught the effectiveness of mirroring. Basically, one person adopts the verbal behaviors of another as a way to build rapport and agreement during the selling process. When done well, the process is subtle and research supports its effectiveness.  

Obviously, mirroring only works if the prospect doesn't realize what you're doing. Keep in mind mirroring is not mimicking. Mimicking is if you are from New York and try to speak in a southern drawl because your buyer is from the south. Mimicking can be offensive. Mirroring is adapting your delivery. Your delivery should be different for a buyer with a bottom line personality vs. one with a cheerleader personality. This helps to create a like kind attraction.

Managers need to know how their agents are verbally communicating with prospective buyers. Are your agents using words that work? How are they conveying that message?  LeBlanc & Associates understands the importance of the spoken word. Through our Video Profiles and comprehensive reports, not only we will capture the visual component of the sales presentation, we will also confirm if your agents understand how words matter. 

So give us the word. It’s easy! Connect with us online, email or give us a call. 

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