Messaging: Do you hear the words coming out of my mouth?

Posted on June 30, 2008 by Karl Goldfield.
Categories: Messaging, Sales Training.

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Messaging for Sales

More often than not the sad answer is no they do not. We all hear the same song over and over again from sales managers, the trainers they bring in, and every blogger come consultant and vice versa. We get it, ASK MORE QUESTIONS and you will become successful. But honestly, how realistic is it to call someone, and without them knowing what the point of the call is, start asking questions?

I had a great trainer once who taught us to frame our calls.An example:

“Hi, Karl at startup sales mentor calling, I have a couple things I wanted to discuss and it should not take more than 5 minutes.”

He stated that this “framing” showed respect and allowed them to determine if it was the right time for an interruption. I used and taught this method to no end, and while it has some value in showing people respect, it does not get anyone to engage.

Other greats like Parinello and Konrath say start with who you have helped and forget going into who you are. Again, I agree with this sentiment and think it carries some weight to engage with people on how you have made a difference with others. The problem is, that it is not what we share, but how we share it that matters, and if everyone uses the exact same style, again the buying world is full of clatter.

So what can we do to avoid be interpreted like Jackie Chan’s character’s broken and inaudible English in Rush Hour? How can we cut through the noise of a busy persons day and be heard? What will make people stop what they are doing and listen? I would love to hear your ideas over the next couple of weeks as we dive into the importance of messaging. Please spare me the gimmicks and over the top statements as nothing turns your voice to a deafening white noise faster than the scent of B.S.

We will build core value on our message, and deliver it is short bursts. We will run through examples of taking the weak and making it strong. We will provide POP over polish. WE WILL GET TO THE POINT. Tell me, do you hear the words coming out of my mouth?

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3 comments.

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Brad Trnavsky

Comment on July 3rd, 2008.

Karl,

Great topic… I’m going to start off with a comment that is probably going to be controversial, but I specifically tell my sales reps NOT to ask if this is a good time to talk. If you have not captured their attention and it is not a good time to talk they will tell you. The truth is most of the time a I’m busy is just a knee jerk reaction to a sales call. I have always felt that asking “is this a good time to talk”, simply invites the smoke screen response I am trying to avoid. The better approach is to get their attention with a simple statement that leaves them wanting to hear more if it is a cold call or reminds them that the requested the info if it is a warm call.

Thoughts?

-Brad

Karl Goldfield

Comment on July 11th, 2008.

Brad,

Great point. What I teach people to say is, “I have two things to discuss and it will take 5 minutes.”

This is not asking if it is a good time. You pause and if they do not stop you from continuing you go right into you purpose.

Karl Goldfield

Comment on July 11th, 2008.

Brad,

Great point. What I teach people to say is, “I have two things to discuss and it will take 5 minutes.”

This is not asking if it is a good time. You pause and if they do not stop you from continuing you go right into your purpose.

This shows respect but keeps the rep in control.