One simple tenet of any great communication process should be: You can’t get the message if you can’t get past the messenger. Unfortunately during my last sales presentation (in which I played the student), the presenter of a search engine optimization sales presentation forgot that simple rule.
It wasn’t so much the presenter’s appearance, but his language. The presenter was asked a basic question and answered, “Things are fluid.” Indirect answers like that suggest the real answer is too complicated for the asker to understand. It’s a form of talking down to your prospect and you should never make them feel inferior. Later in the same session another of my colleagues asked a question and was told, “this is such ‘an organic’ process that it’s hard to define.” Is that because the asker is dumb?
The best way to avoid these (hopefully) unintentional slams to a prospective client is to record you presentation. Are you using too much industry jargon that makes you sound ‘smart’? Are you really just confusing the client into submission—not a good idea if you want them to actually buy from you.
Here’s another way to tighten up your presentation. Take a manager or colleague on your next sales visit. Speak slowly, don’t use jargon and most importantly don’t use industry buzz words to make yourself look smart and the client uneducated. Ask you colleague how you did.
The motivation for today’s column came on the so- called closing part of the presentation-- where I was supposed to buy the product or “sign on the line that is dotted.” At that critical moment I was told, “It is hard to define the taxonomy of this product.” What the heck does that mean? If it’s hard to define anything about the product, I don’t want it. All I could think of was that I had until April 15th to make up my mind.
Don’t fall in love with your jargon or verbiage. It can end a sales opportunity and cause you never to get a referral again. If you don’t follow the rules of engagement for presentation, you will be feeling lugubrious in no time. (Tell me I didn’t just write that.)
