Bust the jargon… or lose the client

What’s the most important part in selling and marketing these days?

It’s just what it’s always been, persuading people to buy.

But the wham bang style of selling is now outdated.

The emphasis is shifting to building long term relationships with the client.  Win-win is the principle in selling now.

There are two basic principles you need to understand…

Before you even start to approach your prospects…

1. Find out what they really want.
2. Then tell them how your product or service does that for them.

Here I’m concentrating on no 2.

Many companies find this difficult.  They’re product based and they have a fixed idea that having made a great product the client should just come and buy it.

No more.  Unless the client understands it in their own way, (and I’ve put that phrase in bold quite deliberately), then there is no way they’ll buy… and be happy to come back to you for a second purchase.

Because you need to make it totally clear to the client what that product or service will do for them. So stop thinking about the product from your point of view.  What you think it should do for them, may be quite different from what they think.

Can a 10-year old understand your product?

If you have children around you try out your product information on them.

Can you make it easy enough for a child to understand?  If not, why not?

Are you hiding behind industry jargon?  Now you may have to include technical terms to create credibility.  But that’s different from including them to make the client feel at a disadvantage.

Write and speak clearly and you’ll gain more respect, more trust and more long term business.

And if you’re interested in learning to speak more clearly, look out for my report on effective communication coming soon.

For more information on writing clear copy that connects with your clients, contact me on eileen@words-for-you.