Have you ever had someone say “Now you’re speaking my language”? This is a really good thing to accomplish as you are saying something that the other person understands and is completely in agreement with.
Imagine being able to arrive at this place with prospects when selling. What a great place that would, huh? Believe or not, getting a prospect to at least feel this way is very doable and I will give you a few clear and practical tips that outline how this is done.
Why We Usually Don’t Speak the Prospect’s Language
Before we look at what to do, let’s look at why we often end up not speaking the prospect’s language.
When we sell, we typically follow our instincts for the most part. And our instincts typically lead us in a direction of talking about our products, what they do, the company we work for, etc.
It makes sense for us to want to do this. After all, this is what we get paid on and we have quotas looming over our head. We also talk a lot about this stuff because this is the majority of the information that we get trained and this what we live and breathe 40 to 60 hours a week.
Our Language is Not the Prospect’s Language
When you look at it that way, you can see that we talk about all of our stuff because that is what our language is. It is something that we understand and care about.
The problem with that is that this is not the prospect’s language. Not only are these areas that the prospect does not care about as much as we do, but they actually might not even understand our language.
Think about it, all you do every day is think and talk about details pertaining to your products and services. You spend so much time in this area that it all makes sense to you.
Your prospect spends all their time in their business with little exposure to yours (probably) so when you start talking about details from your world, it could sometimes sound like a foreign language to the prospect and they might not really understand what you are trying to communicate. Or they at least might not get it as quickly as they need to during a prospecting conversation.
What is their language?
In the same way that your language is the products that you want to sell and details around the company that work for and the industry that you work in, the same areas are what make up the prospect’s language.
Details around their company, the products they sell, the industry they work in, the day-to-day things they deal with and care about, etc. is what feeds into their language. It is these details that they understand, care about, and more interested in talking about.