Part 17 of 20 in How to Sell: The Key to Success← Part 16Part 18 →
This chapter focuses on effective communication strategies in sales, emphasizing the importance of using language that resonates with the client. It is particularly useful for salespeople looking to build trust and improve their client interactions.
- Use language that mirrors the client's way of speaking.
- Avoid vague phrases like 'just checking in' and 'super excited.'
- Provide specific reasons when offering discounts.
- Maintain client-specific details like names and numbers.
- Use WhatsApp for concise, timely, and specific communication.
Bettger cared about the other person’s words. Founders arrive with a private dialect: disruption, leverage, platform, AI-powered, seamless. None of these survive a shop floor or a CA’s office. The quickest confidence-builder in Chapter 6 is also a translation exercise. Say it as they would say it to a colleague.
Cut “just checking in.” It announces that you have nothing to say. Replace it with their noun and a reason. “You said the export breaks when there are credit notes. I tried that case. Can I show you on Thursday?” Cut “super excited.” Replace it with the specific thing you are actually keen to fix. Cut “circle back.” It is not English anyone in your buyer’s office uses. Cut a discount offered before a why. It tells them the price was a test.
Keep names. Keep numbers they gave you. Keep the awkward phrase. “The boy sits till eight” should not become “manual reconciliation overhead.” The awkward phrase is the product. When you hire, the test of the salesperson is whether they can say the awkward phrase without cleaning it up.
WhatsApp is a selling room, not a dumping ground. One thought. Their sentence first. One ask. No PDF on the first message after a call. A voice note under a minute, in a calm voice, beats a paragraph you asked a model to warm up. Enthusiasm on WhatsApp is speed plus specificity. Replying the same day is the enthusiasm. A perfectly worded note on Friday about a Tuesday call is indifference with good grammar.
Frequently asked questions
Why should salespeople avoid phrases like 'just checking in'?
Phrases like 'just checking in' suggest you have nothing important to say. Instead, use specific language that addresses the client's needs.
What is the importance of using client-specific language?
Using language that mirrors the client's way of speaking builds confidence and makes communication more relatable and effective.
How should salespeople use WhatsApp for communication?
WhatsApp should be used for concise, timely, and specific messages. A calm voice note under a minute is more effective than a lengthy text.
Why is it important to avoid offering discounts before explaining why?
Offering discounts without explanation suggests the initial price was not genuine, undermining trust with the client.