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Shed lingo might sound like everyday jargon to you and the people you choose to associate with, especially if you choose people as awesome as those who are lucky enough to call the shed industry home. But to your prospect you sound like a slick talking, good for nothing, “Salesman!” We have all done it and I’m sure just because you are reading this article you and I will do it again. We get excited to tell the world about our products and services and jump right in to tell them about our, “RTO” or ‘’2’’ x 6” joists 16’’ O.C.” or “6/12 roof pitch”. And just like that they are dazed and confused by our slick talk and vast product knowledge. Understanding the lingo of our industry is important to communicate within our circle but when you take for granted that every prospect understands our language, your credibility will suffer.
So when you are talking to a prospect about your product, put it in terms they understand. No, I’m not suggesting you treat every prospect like a dumb do-it-yourself homeowner. We just have to explain the measurements, acronyms, and shorthand we get so comfortable using that we forget people aren’t born knowing what we know. George Bernard Shaw said: “The single biggest problem in communication is the illusion that it has taken place”. When we ramble off all our knowledge and wisdom about shed buying and assume that our prospect understands what we are saying we leave the door open for miscommunication or doubt and we fail to set expectations for our prospect.
Why “Assuming” Is Sure To Hurt You And Me.
You know what they say about assuming so let’s leave that lie but as for the miscommunication here are some things you can do to avoid any pitfalls in your communication with prospects.
Listen- It might sound simple but listening to your prospect will lead to exactly the answers you are looking for. You see, just like yourself, the prospect loves to talk about themselves. So introduce yourself, and then hush. You’ll know when it’s time to talk again but don’t look for the opportunity to jump in and one up their story or experience.
Ask Questions- Finally they stopped talking and now it’s your turn. Don’t waste this precious moment to open your mouth and remove all doubt that you are anything but an expert in your field. At least if you stay quiet they will have to wonder for a few painstakingly slow seconds if you are the one that’s going to solve their problems or be just like all the other people they talked to. So rather than take this opportunity to dig deep to find some common ground that isn’t relevant to the conversation, ask questions, I mean good quality questions that are going to get your prospect talking about their needs.
Two Ears, One Mouth- Yes we have all heard this old adage but rarely is it associated with sales. But the opportunity to apply it especially early on, on the road to the sale, is endless and best put simply that twice as many deals are closed with your ears then with your month.
“Doubt” Is The Loneliest Feeling Of Them All
Just imagine you get invited to go out to dinner with your new vendor to thank you for your business. The vendor is a connoisseur of French cuisine. Now, I don’t know about you but I’d be thrilled at the opportunity but uncertain at best as to what I might be getting myself into. Thankfully your new vendor has the heart of a teacher and takes care of the ordering and it turns out to be a great evening. But let’s imagine the roles are reversed and you just invited your new prospect to meet with you about all the products you offer and how much easier you can make their life if they agree to do business with you. They are probably excited about getting their problems solved but uncertain as to what to expect. I probably don’t have to tell you, but unless you are cool as a cucumber, then a prospect agreeing to meet with you is an exciting time for you also. “Cool as a cucumber” might just be the very thing you need to show your prospect to keep yourself from throwing a bunch of product knowledge on them and leaving them full of doubt in you and the product you are trying to present.
Keep It Simple Sir
Keep it simple and take your time to explain the features you are trying to present. If you are going to tell them about roof pitch or roof load then explain it, better yet show them and even better yet let them touch it. The rule to live by here is that if you are going to present a feature then you have to attach an advantage of how it is better than another product and a benefit, as in how it is going to benefit the customer?
Next time you get the opportunity to talk with prospects, leave the shed lingo in the office and get on their level. Introduce yourself and listen, ask quality questions and then present your product with a teacher’s heart and great success will follow. Happy shed selling