Are You Speaking in Shorthand?

Sales reps are always looking for ways to boost productivity, but cutting corners in communication can lead to misunderstandings and unhappy customers. This blog will explore why avoiding shorthand is crucial when engaging with clients amidst a fast-paced sales environment.

Beyond the Brochure

Top sales reps are experts in their products and services; they invest significant time in mastering every detail. Yet, when it comes to communicating the value of the product and service, the message often sounds like the crib note version of a novel. While most of us value a condensed version of a book, it’s important to remember that crib notes are not a replacement for in-depth understanding. When you deliver incomplete thoughts, it can leave your customers and prospects with superficial knowledge. In other words, you’re depending on your audience to fill in the blanks and make sense of how your solution will positively impact their world. What’s worse, when sales reps assume that certain aspects of their offerings are self-evident, they risk sounding like everyone else in their industry.

Clear communication is critical in sales. Merely mentioning a feature or even translating it into a benefit is not enough to help prospects fully understand its significance. When communicating, sales reps must provide clear and detailed explanations and address every buyer's age-old question: "So what?"

Let me give you an example. Let’s say you’re out cold calling, and in your value proposition, you state, "Our organization has been around for over 100 years." The prospect may likely find little value in a comment about your tenure as it doesn't easily translate to what's in it for them. So, instead of leaving it up to your prospect to figure out how that benefits them, you need to add impact and share the rest of the story. For instance: "Our vast tenure in the industry means we've witnessed a lot of change, and we know change will continue at a rapid pace. For that reason, we've prioritized investing not just in software partners and innovative technology but also in our people who know and love this industry inside out. That means we can help organizations like yours make informed decisions without regret."

The easiest way to avoid speaking in shorthand is to put yourself in your customers’ shoes. View your offerings from your client's perspective and identify what might be unclear or unfamiliar to them. Identify gaps in your message that leave your audience with a lackluster feeling about you and your organization. Sometimes, analogies can explain complex features or benefits more efficiently. Compare your offering to something your clients are familiar with to make it more relatable. Another way to share a better story is to share real-world examples of how your product or service has benefited other clients. Always remember to customize your explanations based on your client's goals and requirements and align your offering directly to their specific interests.

Effective communication is key when discussing the value of your products or services. Taking the time to clearly explain how your solutions benefit a client builds trust and increases their likelihood to consider your offerings as solutions to their vision.