The first salesman talks about his product's many helpful features, his company which has consistently ranked number one in sales and performance, and, most of the time, himself and his wants.
The second salesman talks about his customer's problems, his customer's background, his customer's needs, and even his customer's family. Then, from his list of products, he determines which product fits what his customer needs. He speaks his customer's language.
Who do you think will get the sale?
If you guessed the second salesman, you're correct. It was probably easy for you to get that one correctly.
But in reality, we like talking about ourselves too much. We talk about our products, the features of our products, what we think, and even ourselves too much. We forget to speak in their language. It's difficult to succeed that way.
Our customers, even our bosses, have their own lives and their own concerns. They care more about themselves than what we really have to say. More often than not, it's about, "What's in it for me?" Talk using their own words. Speak their language. Speak their concerns even.
Talk about the mortgage they have to pay. Talk about their loans. Tall about their children and their children's education. Talk about the traffic they have to endure every single day. Tall about their days in the office. Talk about them.
The next time you talk to someone, think about, "Why would he want to do what I want him to do?" What are his concerns? What are his needs? What are his problems?
The more we think that way, the closer we'll get to our success.
P.S. Do you know why I'm secretly working on revising my web pages? (Now, it's not a secret anymore.) Because currently, they're talking mostly about me and my project. I want to talk about you now. Check them out to see how I love talking about myself. Caution: It doesn't really work.
[31 Day Challenge Update] I got up at 6:38 AM today. This is getting a bit frustrating. I really lost all my momentum in waking up early. Still, I'll never give up.