How to Talk in The Prospect’s Language
If you agree with that so far, then it is easy to see that if you talk about the prospect’s world, you are talking their language. But there are two challenges with that.
First, we have products to sell so we just can’t spend all of our time talking about their stuff. The other challenge is that their language is a little foreign to us (it is their language after all) and it can be tough to figure out what to say and ask in order to talk about their world.
Here are a few tips to minimize those challenges and help you to speak their language:
1. Communicate the value that you offer
Yes, we have products to sell and we need to talk about these in order to drive sales. But one small change that you can make is to shift from talking about your products and what they do and move toward talking about the value that they offer. This is how they help the prospect.
For example, my company SalesScripter provides a library of sales scripts and templates. This is what that product does. But the value that it offers is that it helps a sales person to improve their ability to get their foot in the door, to generate leads, and to sell more.
When you talk about the value, you will be talking about your products and about the things that the prospect cares about at the same time.
2. Share examples of the problems that you fix
The products that you sell will also probably resolve or prevent some common problems on the prospects side. When you talk about these, if the prospect has any of them or is concerned about them, you will definitely be more likely to grab their attention and speak their language.
For example, my company SalesScripter helps sales managers to decrease sales staff turnover, improve underperforming reps, and shorten new hire ramp up time. Those can be common problems for a sales manager and when I talk about those, it can sound like I am talking about their world and speaking their language.
If a prospect does not have those problems, there might not be this impression that I am speaking their language as but that is OK because they are not really a qualified prospect because they don’t need the help that I offer.
3. Ask questions that lead to the areas they care about
The last tip is one that does not necessarily get you to speak their language, but more of one that takes the conversation in the direction of an area where both you and the prospect will be more likely to speak their language and that is to ask questions that lead in the areas they care about.
That may sound difficult, right? After all, that is their language, not yours. But here is a trick, for each of the problems that you resolve, you can develop one or two pre-qualifying questions to see if the prospect has that problem.
For example, I might as a sales manager some of the following questions:
- Do you feel like it is challenging to get new sales hires ramped up and performing?
- Are you concerned about the amount of under-performing sales resources that you regularly have?
- Do you feel like you are getting everything out of your sales resources that you can in terms of sales performance?
- Are you concerned with the impact that sales staff turnover is having on your results and costs?
- Do you feel like your resources are performing well enough to consistently hit your sales targets?