I haven't been on the site much recently (hoping to change that!) and wondered if it could be a good idea to drop some thoughts for discussion as a way to jump back in.
Specifically, my thoughts on the idea that Strong Language is important for a sales person to use in order to prompt the prospect through the buying process. In my opinion this has it's uses, but too many people consider it the default. My theories as to why is that is helps the salesperson feel better about the illusion of control with a prospect, and it shows confidence and who doesn't like to feel (or at least look) confident?
In my experience, Weak Language should be used just as much, if not more, than Strong Language. Gonna break this down more below, and as a heads up, this is gonna be a long one. Strap in or just hit the back button and read more posts about SaaS sales or something.
What do I mean by Strong Language?
You can think of Strong Language as "telling" or "stating" something, and it shows up by giving directives to a prospect on next steps. Some examples of this are:
"You said that you would..."
"I am confident we can solve your problem"
"You need this capability in order to..."
"This is what is next"
These aren't the greatest examples, but just go find the biggest swinging dick on your sales team and see their language in calls/emails. BOOM! Some examples relevant to your specific company and product.
What other options do I have?
Maybe you should try to be less directive and more suggestive (no not like that or maybe like that ; ) Risky but your call) by using Weak Language.
What do I mean by Weak Language?
Weak Language is when you approach things more gently. Instead of telling you're suggesting. Instead of stating a fact you're sharing opinions. Instead of giving a directive you're letting the prospect pick the best option (which you've spent time making sure it's the only realistic option).
Why in the world would I do this? Doesn't this make me sound like I don't know what I'm doing?
Great question! If you're interested, here some specific reasons and relevant examples. Apologies for the formatting, options are a bit limited here.
1. This leaves space for the prospect's ideas and opinions - Unless you are 100% sure you know everything about how a prospect thinks and how their company operates it makes sense to leave some space for them to correct your path. Think of it like the lane warning systems in newer cars, when you start drifting they give you a beep to bring you back on track.
Example: "Usually at this point we are asked to provide a demo to those involved in this decision and relevant members of senior leadership. Does that line up with what you had in mind?
2. You can get away with ALOT more - By using Weak Language, you can be much more presumptive than otherwise. If you reach farther with your presumptions and the prospect confirms them then you are that much farther into the sales process.
Example #1: "Thank you for sharing some of the challenges you are having with achieving X. One think about my job is that I get to talk to all sorts of companies facing similar challenges, do you mind if I share some examples of how I've seen this same challenged addressed?" You then proceed to tell them exactly about your solutions capabilities.
Example #2: "It seems like you're ready to move forward, most often that means a contract will be provided for review. Is that the best next step?"
3. Allows them to take ownership - You're the one putting ideas out there but without the "ownership" of them that comes with Strong Language. The value of this should be clear. People like ideas that they think are theirs, and one of the best ways to think an idea was yours is to be the one that says it (for real, it's psychology, check out Motivational Interviewing approach if you're curious to learn more). Think of putting someone in a corner gently and only leaving one option to take to get out, then when they say they want to take that option you respond as it if was their idea. This one is harder to provide a good example for since it is very much situation dependent.
Example: "It seems like we have answered all the questions at this point in the process. Is that correct or are there additional questions or concerns?... Great to hear! Previously you mentioned that there would be someone in senior leadership involved in evaluating this decision. What should our next step be to continue to move forward?"
4. Reduces the automatic response to resist change that comes with being told to change - If you're talking to someone with buying power or even the ability to get you to someone with buying power, they are likely in charge of people and don't necessarily respond well to being told what to do. Especially by someone outside of the company who is most often younger than them. If your goal is to make the smoothest possible buying process, avoiding unnecessary resistance is a powerful tool.
Example: This really shouldn't need an example. Just think about how you reacted to being told to clean your room. Cleaning your room suddenly became the thing you wanted to do the least. We don't grow out of that. People don't like being told they need to change. To accept that accepts that you have a problem and you need to put in effort to fix it. Again, check out Motivational Interview for a much more involved approach to this idea.
When does it make sense to use this?
Whenever dude. It truly does apply to all stages, but it can be very useful early into the sales process. This type of approach can really increase buy in and earn you some allies at lower levels of the organization. Bringing an idea to senior leaders with the active support of multiple lower level leaders will greatly increase your likelihood of closing this deal. Now they aren't saying no to you, they are saying no to your and a few people they have to continue to work with everyday.
Thank you for reading my dissertation,
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