You don’t necessarily respond to what you hear and what you read the same way your prospects do. The reason is because your prospect may not have the same underlying motivation to act or respond as you. I don’t just mean in a sales conversation.
I’m speaking in general terms. However, this information could have a powerful impact on your sales results. Let’s take a simple sentence as an example worded two different ways.
“If you own our alarm service, you won’t have to worry about getting fast help.”
“You won’t have to worry about getting fast help, if you own our alarm service.”
As you read each sentence notice how you respond. You responded more positively to the second sentence than the first sentence. It’s important for you to understand why. Some people are always looking to the future. These folks are motivated by goals and achievements. They like to think about and act on getting to a better place in the future.
Others like to solve problems. Rather than looking to the future they like to think about what they don’t want now and how to remove, replace, or overcome this challenge. They act to resolve problems.
Neither a forward looking prospect nor a problem solving prospect is better for your sales success. Yet, an awareness of these differences will benefit you. In both cases you have to present what you have to offer in terms of ownership.
You have to help forward looking prospects see what they could have if they owned what you’re selling. Problem solving prospects are more interested in how ownership takes care of their challenge. Changing the way you phrase what you have to say to fulfill their want will greatly improve your sales conversations.
The final key to better sales language is noticing the order you say things. Notice in the first sentence the positive portion of the sentence was in the beginning causing the sentence to end with what you don’t want. When you state it that way the last thing the prospect hears and subsequently thinks about is what they don’t want. That’s not nearly as motivating or productive as ending your sentence with what the prospect does want. Both the forward thinker and the problem solver focus on the key to their desired outcome.
By Devin Mason