Those in the business world face fast changes that are constantly transitioning parts of business that once were under control into surprising, random and chaotic threats.
Great leaders identify what they can control and execute perfectly to be prepared for everything else that must be aligned to achieve the required outcomes.
Seldom does any leader recognize or develop a strategy for the words we use that have a major impact on outcomes whether they are coming out of the mouth or the keyboard. Yet there can be complete control over what is said or written, so why not intentionally put words to work for us? In the following look at the simple ways words can make a BIG difference.
- First person screams – The seller wants your money!
Cover letters, Summaries, Overviews, Presentations and Recommendations that accompany proposals, white papers and marketing material are of full of I, me, my company name, we, mine, etc. First person is weak compared to a clear and declarative statement. In a one-page proposal cover letter first person nouns and pronouns regularly show up 20 or 30 times making it clear who this proposal is about and that the seller needs the buyer’s money. Presentations are worse – just verbal. When the writer or presenter is not allowed first person (or just once) they are forced to write from the readers frame of reference and that alone makes a positive difference.
- Will the receiver be GLAD?
Never dial the phone, send an email or mail a letter that the receiver won’t be glad to receive. If the receiver will not be glad to receive the communication – DON’T DO IT. If this is a message that should be sent, there is always a way to present it such that the receiver is glad they got it – even if they don’t take the action you want.
- Discounts prove you’re a liar!
After you tell someone how much something costs and they ask you for a discount and you say yes – you have proven that you were (maybe still are) charging too much because the buyer was dumb and willing to pay too much. Don’t let your words show you speak with forked tongue and believe the buyer is dumb.
- Talking about “what” you do proves you don’t care about the buyer
When someone asks you what you do or why you are the best and you spew details about your work using the same words, claims and promises as your competition – you force the listener to guess what you really mean, if you are different or better than the others and if the listener cares enough to keep listening. Your words should be about the customers problem to be solved and loaded with clarifying questions so you can give the buyer a preview of the buyer’s improved outcomes from working with you.
- Up sell, cross sell, bigger wallet share and owning accounts confirms you just want all the money you can get from the buyer.
As a buyer, do you want to deal with a person or company whose major goal is more of your wallet share? Even if the intention of greater wallet share is worthy, the words are offensive. Too often organizations who use the words build the metrics and programs to accomplish the words with no worthy intentions attached.
- Demo vs. Preview
If you say demo – I hear hard sell and recoil. If you ask me questions and take what you learn (about my problems and goals) to prepare a preview of my world after we have worked together – I hear a partner committed to making my world safer and better.
- Proposals vs. Joint SOW
Proposals are most often from the seller’s frame of reference based on “what” the seller does and wants to sell. A Joint SOW is a partnering activity. The seller can’t complete a Joint SOW without the buyer sharing problems, goals, required outcomes, etc. For the seller who really adds value, the Joint SOW is where the buyer learns from the seller about all the additional high value options that were not known until now. Both parties win with Joint SOW over a one-sided proposal, which often leads to an adversarial relationship.
- Funnel vs. Pipeline
When a team is told to fill the funnel, they understand the goal is WAY MORE UNQUALIFED SUSPECTS than can possibly be sold. They spend company resources to fill that funnel hoping to find something good. When a team is told to fill a pipeline (same measurements at both ends) the team finds HIGHLY QUAILIFED SUSPECTS that sales QUALIFIES AS PROSPECTS and moves successful through the pipeline. Both costs and results are improved based on the outcome requested.
- Marketing qualified company
When marketing and sales focus on companies to be marketed to, qualified and sold, there is an immense waste of time and resources. With few exceptions (electronic stock buy / sell) companies don’t buy anything. Companies pay for things humans in the company bought to solve business problems impacting the human’s career or fortune that requires a solution.
- Products vs. Offers
No one can buy or sell a product – until it is converted into an offer with at least a price and place / way to attain the product. The truth is, all products are a part of a complex offer including risk, installation, packaging, ease of use, return policy, etc. etc. etc. Often the product is not the most important part of the offer. Imagine you need gas and all you have is a credit card. There is one station that has a covered area to pump gas, spotless restrooms and takes credit cards and there is another station that does not, but the gas is much cheaper. What is most important in your decision where to get the product?
Your words are how customers, employees, partners, investors and the community learn who you say you are just before they compare your words with your deeds. The worst possible situation is you use the wrong words and your deeds match.
Make sure you know and use the words that align with your “Brand Promise” and the customer problems you solve. Then your team will know exactly what they should be saying and what outcomes they need to achieve.
Train your team in the power (for good or evil) of your words.
Upcoming Revenue Science™ Certification Classes:
Coming in the Fall of 2017