In the Mastermind I frequently talk about the importance of knowing your potential customers’ problems and helping them think and talk about them. This is often a struggle but it’s vital for building the compelling language you need in order to get them to buy.
The reason this is so critically important is that the majority of the time people don’t know they need you. How many times have you been out having a conversation with somebody and in the back of your mind you were thinking: “Wow do they need what I do!” Then you dive into telling them what you do, telling them how it can help them, and nothing happens.
That’s because they don’t know they need you. And this, honestly, is the majority of the people out there. So often when you want to sell more, you have to be able to tap into how they talk about what their problems are versus how you expertly share your knowledge.
The challenge is really twofold.
First you must know who your market is. If you don’t know who they are then it’s difficult for you to find out what they talk about, what their concerns are, and the language they would use to describe those issues. It is difficult to ask them what they worry about. And you will find you start getting generic, and generic isn’t compelling.
And second, you have to be willing to listen to what they’re saying. It’s so easy to go out and network and hear somebody talking, and all you were thinking about is “boy do they need me!” instead of truly listening to the language and words they use. Next time you are with that person, that you surly knows NEEDS YOU, practice Habit #5 of the 7 Habits of Highly Effective People: Seek First to Understand, then Be Understood. Heck, really listen to THEIR words!
So spend time clarifying who it is you serve, and then listen to them. In person and online! There are plenty of ways to find the words and language that they use in their lives that will help you sell more of what you do. In my MasterMind, COMPEL. Speak Sell, we work together to make this happen. Linda Patten, a MasterMind member said: “concentrated time on words that powerfully position your message was a true breakthrough for me.”
Are you ready to transform your language to be compelling to your buyers, and more importantly POTENTIAL buyers?
