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Consultant language vs. sales language- What do you tell yourself?

"The choices we make determine the life we lead"- Danny Devito character in motion picture, Renaissance Man

In the world of sales, a better expression is, "The language we speak determines the sales we make."

Do you truly consider yourself an extraordinary consultant or a salesperson? We say it often, but it's just as important. There is no difference. It's about not just how others perceive you, but how you perceive yourself.

I recently met with a client who before he invested with me would indicate he wasn't a good salesperson because he didn't like being pushy, was about developing relationships and just wasn't "aggressive" enough. 

With that kind of internal talk, he was absolutely right, he wasn't a good salesperson. More importantly, he wasn't an extraordinary consultant. There is no doubt his self language translates to when he speaks to customers.  It's the old expression, "If you don't believe in yourself, how will anyone else?"

If you truly believe that what you do makes a difference in the world- and it does!  change your self talk.

Do doctors ever apologize for what they do? Do attorneys ever ask you to meet with them when it's convenient for them?  If you say, well they are professionals and you are just a salesperson, to that I say, bah humbug.

My two word definition of selling: Helping others.  

What you do matters. You may not be doing heart surgery, but providing value to others- whether in phone service, telecommunications, real estate, financial planning, printing materials, mortgages, photocopiers or payrolls is tremendously honorable. 

Another term for "increasing productivity," "increasing efficiency," or "impacting the bottom line"?

Improving the quality of life. Now, that's something to be proud of.



Keep it simple silly


Keep it simple silly

Make it easy for people to buy and they will. Make it harder to buy and they won't.

The larger the sale, the more complicated the sale, the more essential it is that you keep it simple.  But ease of the sales process goes beyond not making a big deal out of what indeed may be a big deal.

For instance, one of the biggest incorrect myths about selling technical services to technical people is that you must be technical with them to earn their trust. Not true at all. As more than one CIO said to me during my days selling educational technology and telecommunications, "I don't need you to explain how it works. I know that. I need you to tell me why I should care and how it's going to make my life easier.:

Gee, sounds like the client wants us to talk in benefits, don't they? But you say if they speak technical, you must get technical to be credible.

Try this on the next technical discussion with a client, "Look, I can get just as technical as you may or may not need me to be. I can talk the talk and give you the lingo. But at the end of the day, isn't what really matters to you and your colleagues, how I can improve your productivity to impact the bottom line?"

- Todd Brian Natenberg