As a professional speaker I travel frequently. Recently I stopped on an interstate to get a cup of coffee. Check out this sign at a motel in central Illinois. 
Obviously the sign intends to say that the cost for lodging is $37.99 per person, but when you separate the digital media from the rest of the sign it appears to say the following:
One Person
Outdoor Pool
What’s a “One Person Outdoor Pool?” Sounds like a fifty-five gallon drum or a feed tank to me! For some reason this struck me as funny, but how often do we take a simple concept and confuse our clients and prospects with poor communication. A confused mind seldom buys. When selling make certain that you communicate in such a way that it is easy for your client to understand and make a solid buying decision.
- Don’t use industry jargon. Remember, you are not training – you are selling.
- Don’t use acronyms. For that matter, tell your clients how they benefit from your recommendation. They could care less what it is called.
- Present professionally. Use a planned presentation, and all the tools you need to do your job. Sell sequentially, and use approved sales materials to reinforce key points.
- Be positive when you discuss fees. Most products and service never discuss internal fees and charges. Use fees to your advantage. Start by saying “Most businesses never discuss their internal costs. We do…” Remember the markup on financial products is small compared to most products and services.
- Always ask for the order. Let the prospect know you want their business.
As an old friend told me some time ago, “Selling is not telling.” Don’t just tell your story. Use it as part of your unique selling process. Communicate clearly and effectively. Utilize all the sales tools at your disposal to communicate effectively with your prospects and give them the best possible opportunity to say “YES!”
Good selling!
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