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LIFESTYLE
1011946-C1 (9 x 10.875) CREEP: none (96+4 pages) p. 52
hether we realize it or not, we’re all multilingual. We can
choose to speak the language of “Me” by focusing on our
qualifications, company history and partner backgrounds.
We can choose to speak the language of information by
focusing on technical details, feature sets and options. Or we can choose
to speak the language of influence by focusing on the needs of the
prospect. At initial meetings, prospects will only have a few moments to
size you up. After looking at the way you’re dressed, the next thing they’ll
judge you by is what you say. Prospects will use your interactions as a
barometer of what they can expect from you. Consequently, your language
choices take on a significance that transcends the moment. Even
interactions that occur much later will be filtered through that initial
perception. The best way to ensure your interactions are positive is to
speak the language of influence. Here are five ways to help you begin.
Don’t let educating get confused with patronizing.
When you need to correct a misperception or misinformation, avoid using
phrases such as “what you don’t know is,” or “you don’t understand.” It’s
the same as saying “I’m smarter than you.” Show some humility when you
need to educate prospects. Give them the benefit of the doubt by using
phrases such as “We’ve found that people usually ask about this aspect of
the policy, but please stop me if you’re already learned about it.” Remember
too, you can explain a complex process or idea in different ways. You
could explain it by defining it, showing how it functions, what causes it
or some combination. Solicit feedback to see if your prospect expresses a
preference for one method or another.
Focus on what you achieve rather than what you do.
Instead of describing the activity you’re engaged in, describe the results
you get for clients. People care very little about what you do, but they care
passionately what you can do for them. Which of these two statements
would appeal more to you? “I sell health insurance.” “I show small business
owners how to maximize the return on their healthcare dollars.” You
should be able to describe in a single sentence, the results you get for your
target market.
Keep jargon to a minimum. Jargon can serve as an economical
way of communicating when speaking to those inside your profession. It’s
often your default language for describing your products and services.
Remember that your prospect is likely to be from outside your own
profession and thus unfamiliar with terms you use on a daily basis. Keep
explanations simple and make certain prospects understand any industry
standard acronyms or abbreviations.
Stand out instead of blending in. Have you ever questioned
a policy or procedure only to be told, “Everybody does it that way”? Rather
than an explanation, such a phrase usually only reinforces the inflexibility
of the system. If everybody does it that way because it’s an industry
standard, explain the benefits of the standard. If everybody does it that
way simply because they can get away with it, find a new product to sell.
Recognize the difference between what you say and
what people hear. There’s often a tremendous disconnect between
what you say and what people hear. This is a direct result of being
message-centered instead of prospect centered. Here are some examples.
Said: Someone in our office should have informed you about that. Heard:
Someone in our office isn’t doing his job. Said: I hoped to have
more brochures for
our meeting, but
didn’t have time
to collect them.
Heard: I’m not
prepared. Said: I
had a difficult
time finding your
house. Heard:
You gave very
poor directions. Said: I couldn’t return your call right away because I’ve
been so busy. Heard: You’re not important to me.
The key to speaking the language of influence is to shift your orientation
towards your prospect. Think about their needs, their level of familiarity
with your product, their financial literacy and their unique situation. A
willingness to put yourself in their shoes will often put their account in
your book of business.
©2010 Peak Communication Performance. Excerpted from Rainmaking
Presentations: How To Grow Your Business by Leveraging Your Expertise,
available at Barnes & Noble and Amazon.com. Download the first chapter
at www.RainMakingPresentations.com. Affluent’s Presentation Expert,
Joseph Sommerville, Ph.D., shows professionals how to design, develop
and deliver effective presentations. When you book him to show your
organization how to create more persuasive presentations, you’ll discover
why better communication means more business. Please contact him at
Sommerville@RainMakingPresentations.com.
W
52 AFFLUENT MAGAZINE
HOW TO SPEAK
THE LANGUAGE
OF INFLUENCEBy Joseph Sommerville, Ph.D.
52-53 1011947-C1_Layout 1 10/25/10 3:41 PM Page 2
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