“Sales Linguistics” is one of the latest buzz words in domain of sales. It aims to help us understand how salespeople and their prospects use and interpret language during the decision-making process. Successful customer communication is the foundation of sales. An effective salesperson naturally speaks the language of the customer. What needs to be emphasized is: What do they say and how do they deduce what to say? The three fundamental principles, drawn from sales linguistics, can help us be more persuasive salespeople. Let’s look at each of these imperatives in turn:
Understand that customers speak unique languages – Most salespeople are armed with a script provided by their respective companies popularly known as the sales pitch. What they fail to understand is the fact that everybody on the planet speaks a unique language of his/her own. A good example to make to make this clear would be reading a word, let’s say, snake. One might visualize some species of snake like python or rattlesnake invoking fear, while for someone who has spent a childhood with a snake as pet; it might give a positive mental association. Again, from a different perspective one can think of an unscrupulous business tycoon on hearing the word “snake”. Therefore, the language two people use to describe the same situation — or the way two people interpret the same language — may be very different.
Build rapport through harmonious communication – Most sales reps on meeting with prospects talk more and listen less. They continue to talk about themselves, their company, their services etc and forget to keep track of the most important thing in sales. When great salespeople meet with customers, they talk about them, them, them: their problems, their values, and their plans and desires. They work on listening and building a rapport with their prospects. However, it is easier said than done. A considerable amount of information is conveyed verbally as well as non-verbally and consciously as well as sub-consciously. A sales rep-pro instantly adapts to the psychological wiring and language of the prospect to mirror the same while interacting.
Persuade people through personal connections – In a real world scenario the most product-knowledgeable salesperson may not necessarily be the most persuasive one because it takes more than logic and reason to change buyers’ opinions. A personal connection must be forged. Persuasion involves projecting of one’s set of beliefs and convictions onto others. In other words, internalizing your message and making them believe that it is in their best interest. From a salesperson’s perspective, it is the ability to tap into someone’s emotions and reach his/her deeper subconscious decision-making level. Thus persuasion is a part of a sales reps job. However, many fail to analyze the difference between persuasion and forceful push to the prospect for making a sale.
An effective sales person is an accomplished communicator who knows what to say and how to say it. The mastery over sales linguistics enables him/her to convey and decipher the underlying messages differentiating him/her from the crowd. Using the same language like others, this person develops an uncanny ability to influence skeptics and non-believers and convince them to follow his/her advice.
Hope these three pointers drive you towards more enriched sales, feel free to share your thoughts with us via comments below.