Today’s guest post comes from Lee B. Salz, who recently wrote the book Sales Differentiation. I encourage you to check out the book, as well as my two interviews with Lee at the end of this post.

The most powerful sales differentiation tool in a salesperson’s toolbox is the words used, and not used, with buyers. Some expressions excite buyers and compel them to want to do business with you. There are also expressions that quickly turn buyers off.

That means that salespeople need a moment of pause when planning buyer communication, so they use words that positively differentiate them.

Let’s first look at an expression that is deeply ingrained in our communication style. These two words are pervasive in the sales profession. This sentence starter is guaranteed to repel buyers. It makes them want to do business with your competitor instead of you. Those two words are “I want.”

Many sales training courses teach salespeople to begin calls and buyer meetings with “What I want to do today is…”  The concept behind this is that it sets an agenda for the meeting. Agenda setting is certainly a best practice, but this approach tells the buyer that the salesperson is there for his purposes, not theirs, because of the use of “I want.”

In sales, this expression is commonly used in these fashions:

  • “I want to meet with you.”
  • “I want to tell you about our products.”
  • “I want to meet your colleagues.”

Salespeople don’t always realize it, but when they use the expression “I want,” their buyers give them a virtual eye roll. “Of course, you want _______. You want to sell me something and get a commission.”

There is only one person in the world who cares what you want. It’s Mom! No one else cares what you want. When communicating with buyers, you need to put their interests at the forefront. What buyers want to know is:

  • Why should I meet with you?
  • Why should I learn about your products?
  • Why should I introduce you to my colleagues?

Because this way of thinking doesn’t come naturally for all salespeople, care and planning are needed for effective, differentiated buyer communication. What is the benefit to them to meet with you, to learn about your products, and to introduce you to their colleagues? The answer to those questions is needed to differentiate yourself by showing care for your buyers.

The last question (having buyers introduce them to colleagues) is a sales challenge that is often posed to me by salespeople.

“I’m stuck. How do I get buyers to introduce me to others in the account?”  The answer I always give in return is a question. “Why should they introduce you to their colleagues?” If they struggle to come up with the reason, they now know why they have been unable to expand account relationships.

The words salespeople use, and don’t use, differentiate them. This is just one of nineteen sales differentiation concepts you learn in the book Sales Differentiation. Order your copy today on Amazon!

And check out my videos with Lee below:

Learn how to win more deals at the prices you want! Get your copy of Sales Differentiation now.Whether you have been selling for twenty years or are new to sales, the tools you will learn in Sales Differentiation will help you knock-out the competition, build profitable new relationships, and win deals at the prices you want.

When you order today, you’ll gainaccess to Lee’s “Sales Differentiation Minute” video series (a $1,495 value). For 20 weeks, you will receive an email with a video link in which Lee brings Sales Differentiation strategies to life helping you put them into practice. Learn more here.

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