by Tim Roberts
Love or hate politicians, they certainly know the power of a sound bite, Sunday morning politicians especially. Whether the politico is on the set, in Washington or back “home,” their sound bites typically match the party line. The words are only slightly different but one knows they have been well-prepped with canned talking points.
Like sound bites, “buzzwords” and “keywords” are designed to impart precise messaging to target audiences. When your marketing team designs your website they’re always keen to make sure every page has specific words designed for the Google algorithms to help people “find” you. Actually, the sound bites, buzzwords and keywords are modern day versions of sandwich boards. How else would you know what to do with your gold and silver?
My experience with salespeople is that they are not properly tuned in to the use of powerful sound bites. If you ask them what deliberate messaging they impart to prospects and customers, I guarantee you’re going to hear a version of quality, service and expertise. If everyone has the same message – quality, service and expertise – what’s a prospect to do? I’ll tell you: Since everyone in their mind has quality, service and expertise buyers simply pull out the Excel spreadsheet, go to the bottom line and say, “We need the best price.” Their real and direct message to you is: You’re no different than anyone else, so it’s a price issue.
I understand it frustrates you when buyers pound you for price, but folks, it’s of your own making. You have choices. One easy way is to change your vocabulary. OK, everyone together now, “I will never say quality, service and expertise again!” You’ve now taken the “No QSE Pledge.” Congratulations!
May I suggest some thoughtful words that we work on consistently here at Sandler Training Trustpointe? Try adding these words and sound bites:
Results – if you’re talking to the C-Suite, use it early and often.
Gains – People are interested in making gains. Wire your vocabulary with this powerful word and guess what, you’ll start making gains!
Original thinking – This is my personal favorite and should always be your unique value proposition (UVP). You’re paid to get people to see your products and services differently than they do now – remind the buyer that “the last 7 out of 10 people who hired me did so because I brought original thinking to the table.” I Promise you – they’ve never heard that before.
Thoughtful – This is my latest and greatest. Sprinkle the word thoughtful into your conversation. Try, “Hmmm, Mrs. Prospect, let me take a moment and be thoughtful about your question.”
Permission not to solve – I use many lines as a part of my own sales therapy and this is one of them. Most salespeople can’t wait to tell buyers how smart they are or how quickly they can solve a pain. Resist that urge and tell the prospect up front, “Mr. Prospect, may I have permission not to solve right away and just sit here and listen.” Have the Kleenex ready, they’ll weep with appreciation.
Of course, there are many, many more and you’ll have unique ones reflecting your own brand, product or service. My only suggestion today – make that autosuggestion – is to be deliberate with your vocabulary. Plant powerful words that will have the buyer associate you with them.
Leave the quality, service and expertise for your competitor.
At Sandler Training Trustpointe we help our clients make an impact. To learn more about vocabulary tests, gains and thoughtful dialogue contact Tim Roberts at 317-845-0041 or tim.roberts@sandler .com.
Thoughtful.
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