5/29/2024-Talk like a pro, not a dock worker

Sales require changing perceptions, explaining big and nuanced concepts (and product features), and solving problems…it’s your personal presence and voice that are your best tools.

Every time you open your mouth to a customer, you’re being judged.

Unconsciously (or consciously), the buyer is saying, "Do I trust this person…or is this just another chump trying to shove something down my throat?"

You may not have the vocabulary of an English professor, but you don’t need one to earn buyer trust and attention.

However, you can kill all hope of bonding and engaging with your buyers if you talk like you do to your best friend who works on a dock (with all due respect to dock workers).

Immediately, post these best practices for verbal communication to your laptop…and activate them:

1. No swearing…ever. Don’t even say "ass" unless you are referring to donkeys.

2. Eliminate the "ummms," "ya knows," "wait-whats," and other tribal colloquialisms that routinely slip from your mouth. They’re lazy and unprofessional.

3. Enunciate and slow down.

4. Moderate your voice…your audience will stay attentive if you sound interesting.

Also, consider recording your next F2F meeting with a customer, and afterward, listen to how you sound.

There are only so many ways you can communicate with a customer, and here they are:

Face-to-face: the most effective communication method. You get to pick up body language and understand context. Also, it’s the fastest way to communicate.; there’s little room for miscommunication in F2F meetings.

Video: second best to F2F, but it can be beneficial. Context and nuance do require a bit more work here.

Phone: not bad if you’re talking with someone you know. But obviously, a lot of nuance and context goes missing.

Email: a pretty horrible channel when trying to convince someone of something, or exchange ideas. But it’s fine as a utility tool, e.g. "Are we still on for tomorrow at 10am at Starbucks. Yes?"

Text: seriously? It’s best used as a utility tool only. (See the "Email" example.)

Smoke signals: pretty much on the same level as emailing and texting if you’re trying to impact behavior and influence thinking.

Good selling requires changing perceptions, explaining complex and nuanced concepts (and product features), and solving problems. Of all the modes above, you know which one is best.

As Jerry Seinfeld jokes in this Short, public speaking intimidates pretty much everyone.

If you need to do the Toastmasters thing for a few months, then do it. If it means you practice presentation skills with your peers once a week…do it.

Your voice and how you talk is a weapon that can distinguish you…or hurt you.