Speak in your prospects language

Speak in your prospect’s language. Don’t use industry-specific grammar to chase clients away. That is to say, form the habit of speaking in a layman’s language. A good way to form this habit is to always end your explanations with “basically, this simply means that…” or “in simple terms…”.

Notice how President Trump speaks? His language is super simple, the dumbest person in the world can read and understand him. He can say something incredibly simple to understand, then he uses the entire paragraph to dumb it down further with short simple sentences. That’s exactly what many other great orators and salesmen do, their language is simple-stupid and dumbed down to toddler levels.

Many people think you don’t sound smart when you sound simple, that’s a misconception. In fact, it takes a deep understanding of a topic and some high level of intelligence to communicate it simply.

The military is a large body of soldiers, sometimes numbering into millions. One thing they figured out and perfected is that to be able to weed out confusion and ambiguity, they have to stick to very simple and clear communication. All their commands are simple, clear and straight to the point, even in the midst of extreme chaos.

Listen to Martin Luther King’s speeches again, he never says anything hard to understand. He even repeats phrases several times to drive home a point. That’s how he was able to start a revolution from the masses. Think of how great preachers preach, they take a verse from the holy book, then spend the rest of the 2 hours dumbing it down further with lots of real-life examples. Now compare that to the professor’s speech during a convocation ceremony.

A good salesman should possess this skill — take a concept and communicate so clearly that even a baby can understand and buy into whatever they are selling.

#davepartnerbusiness