Customer engagement is vital during sales and marketing strategies. Engagement can earn interest in the product, service or brand, investors, and brand enthusiasts. Poor communication within sales can lead to negative results and consequences such as bad reviews, customer loss, and loss of inverter interest. The language used by the sales team should be crafted carefully so that the information that is repeatedly being relayed is informative whilst not being stale. Customers can easily detect insincerity and lack of thought which can prompt them to avoid the product or sale.
What is a sales language?
Sales language is a term used to describe words and phrases that are used by sales reps to persuade individuals to buy products or services.
There are different types of sales language such as the value proposition, the benefits and the features. The value proposition is a promise what the product or service you are selling will do for your customer. The benefits are the specific benefits that the customer will gain from using the product or service. The features are the technical details about how the product or service works.
Sales language enables you to become more confident and persuasive whilst being able to get your point across clearly and concisely. In addition, sales language provides the customer and audience an idea of what they can expect to be buying.
How to use sales language
- Put yourself in your customer’s shoes: Lead with the benefits rather than the features.
- Listen to the customer before starting to sell: Each individual is unique with their experiences and issues. Listen to the situations and tailor responses to their individual challenges.
- Demand customisation: It is good to go off script and customise the message to be comfortable to read.
- Stick to your brand’s purpose and value: Audiences demand and deserve truth and brand authenticity, therefore messages should be aligned with the brand’s purpose and perceived value.
- Let your personality come through: Write the way you speak for authentic and open communication.
- Use a customer story that is great: Stories are exciting and emotions are contagious
- Offer guidance, tools and training: Instead of scripting, it can be beneficial to offer guidance, tools and training to help better understand the product and make their own script.
- After learning how to pitch, make it your own: Pitches should be personalised to feel natural with the brand’s essence.
- Ask for opinions: Diverse perspectives on a pitch can be a good opportunity for the team to weigh in and feel valued.
- Write pitches how it would be said: Pitches are the perfect opportunity to sound human and have the brand become relatable.
- Focus on the key message in the bullet points: Bullet points can be useful as they can be built around with their own words.
- Avoid jargon: Jargon can make it difficult for the sales team to take the message and present it directly.
- Have conversations: The best salespeople engage with their clients and prospects but asking questions and spending time listening.
- Adjust answers for a personal touch: Responses should be changed based on the customer’s particular situation
- Use powerful and fun adjectives: Utilising powerful adjectives can help redirect stigma of the original corporate message.
When using sales language there are a number of tips in order for its use to be effective. Sales pitches should be short whilst getting straight to the point and therefore they should be clear and concise. Enthusiasm is a key element of sales language, where the customer should be able to believe in the product as much as they believe in your selling. By using the word “you” throughout your sales pitch it brings the appearance of speaking to a direct audience which helps them to feel connected. During sales pitches it is important to avoid jargon that the customer may not understand or know what it means. It is also recommended to be honest about what is being offered and to avoid making false claims about the product or service. This prompts the customer to trust you more and feel confident in what they are seeing and hearing.