Sales talk is more than you talking; sales talk takes two it is not a monologue it’s a dialogue. Sales talk is a customer centred exchange of information that begins and ends with the customer whose needs must drive the conversation.
You have a sales approach you use consciously or unconsciously every single day. If you consider your own sales talk you can possibly spot your strengths and weaknesses and you may change your sales talk. You would tap into your natural skills, leverage your knowledge, and sell more products or services by creating compelling dialogues with your customers.
You may be thinking “I already do that” and it’s possible that you do. But you need to keep up with the changes that are happening everywhere around you, with your customers, your competitors, and the changing external marketing environment.
Having very good product knowledge and technical expertise is essential but that's not all that's required in today's environment. The Internet, for example, is a free and convenient source of knowledge, giving customers more information than ever before. So as salespeople, we face a tough business climate in which we need to win all the good deals out there.
In today's environment the products, once a key differentiator have now become the equaliser. Rather than talk about products, your role is to communicate a message in which you add value, revive perspective, and show how your features and benefits apply to and satisfy your customer’s needs more than the competition.
Selling today is more demanding as business becomes more challenging; so we as salespeople need a high level of demonstrated skill. Research shows that only 30% of salespeople truly practice a needs-based consultative selling approach and no more than one-third of those achieve trusted advisor level with their customers.
The bottom line is that too many salespeople are quick to tell a product story, they should think solution but they don’t they present product. Also, many salespeople talk much more than they listen and therefore give an in-balance ratio instead of a 50-50 dialogue at best.
Remember you have two ears and one mouth, so based on this premise you should listen twice as much as you speak!
So practising good sales talk will position you better than your competitors, and will provide you with a platform to begin the sales process with your prospects. Most importantly this will create a base for you to start building relationships and trust with your customers who will now see you as someone with the knowledge, expertise and ultimately the solution to their problem.
Also, it is important to remember that your prospect may not be as “technical” as you with relation to your product or service. So you must remember not to talk “jargon” or talk like a “technocrat”, the prospect may lose interest if you are talking a language they don’t understand.
Also, they may feel you are attempting to let them know (through using the jargon), that you know more than they do.
Remember to always talk in the language that the prospect understands!