Make the Sale! Three Surefire Ways to Avoid Communication Static
by Stacey Hanke
Most sales professionals are unaware of the static they create when they communicate. Not only does their static prevent them from influencing others to take action, they also run the risk of:
- Minimizing the perceptions clients create of them.
- Grabbing and keeping their clients attention.
- Communicating a message that's unclear and misunderstood.
What do I mean by static? When what you say isn't consistent with how you say it. For example; you're having a face-to-face conversation with your client and you say, "I'm so excited to have this opportunity to work with you." While you communicate this statement you sound boring with a monotone voice. Your facial expressions are lifeless. You never look your client in the eyes and you're fidgeting with your pen. Why should they believe you? Most likely they'll question your credibility, knowledge and not take action on what you have to say.
The purpose of this article is to increase your awareness of the static you may be creating for your clients and to give you practical, immediate skills you can apply when you're communicating face-to-face, over the phone or during a sales presentations.
1. PAUSE
Um, what perception, like, do you create, you know, when you hear, um, a sales professional using, uh, words that clutter, you know, their language? Knowledgeable, credible and confident probably don't come to mind.
These are non-words or filler words. As I travel the country, the number one challenge sales professionals need to overcome if they want to sell with influence, is the ability to replace their non-words with a pause. We use non-words to buy ourselves time to think about what we want to say. These words become distracting and your client misses your message. Instead, give your client time to hear, understand and absorb your message. Speak in shorter sentences to communicate a clear and concise message.
Benefits for You
- Think on your feet.
- Get to the point and avoid rambling.
- Hold your client's attention.
- Gain control over your message and how you communicate your message.
Benefits for Your Client
- Hear and understand your message.
- Act on what you say.
2. Eye Connection
When I met with a new client to help him enhance his ability to influence others, I asked him; "What do you feel are your selling strengths?" He responded, "Eye contact." As he responded his eyes were darting everywhere! Most sales professionals don't lock their eyes with their client long enough to create a relationship.
The only way to build a relationship is through trust. When you forget what to say, you will look at the ceiling, floor, PowerPoint slides or anywhere away from your client. When you disconnect you'll say: "uh" "um" "so" "and", etc. You communicate to your client you don't know what to say.
When speaking to more than two individuals, connect with one individual for a complete sentence or thought. Take a moment to pause as you transition your eyes from one individual to another.
3. Get to the Point
Stay focused. When you find yourself going down the path of saying too much and you begin to feel like a train about to derail, put the brakes on and get yourself back on track…PAUSE!
Keep your objective in mind. Think in terms of what your client needs to know rather than what you want to tell them.
Focus your message on no more than three significant points that will provide your client with value.
Pay attention to your listener. Are they hanging on your every word or are they dazed? Are they attentive or fidgeting?
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