The majority of missed opportunities in terms of converting a prospect into a buyer, can be fixed with simple messaging.
In teaching, it’s said that we should speak at the level of understanding of the student – and it’s exactly the same in sales.
Makes no difference whether your buyer is talking to you or reading your website.
And, it makes no difference how good your offer is.
If you don’t speak your buyer’s language, there’s no sale.
Engineers and developers are especially prone to this.
Jargon this, API that, data-driven such-and-so, and your buyer goes “What?”
But not just engineers: we all tend to approach our messaging from our own point of view.
Doesn’t work.
Instead, you need to take your buyer’s point of view.
That’s why I always say:
Learn your people.
Find out why they are reading you, or talking to you.
Learn their fears & frustrations, wants and aspirations, and speak to them in the languaging that reflects those.
That’s how you get rapport, buy-in, and sales.
This is why researching your audience is so important, because that’s when you learn what words your buyers use.
And then you can use those words in your messaging, and they’ll go “Huh. This person gets me”.
When you’re talking to a buyer, listen closely to how they word things, and use that same wording in your statements.
You’ll be amazed how this will transform your sales conversations.
Also: you’ll be amazed how easily you’ll be able to sell, when you let me train you on ethical selling.
Cheers,
Martin
