I was role-playing a sales presentation with one of my VIP clients earlier today and I noticed a dangerous trend in his presentation.
This trend my client was repeating, if continued, would cost him frustration and thousands of dollars in lost sales. By the way, this is why we were role-playing for the big ticket items he recently added to his business.
His dangerous trend was his use of the word “I.”
This word must be avoided whenever possible.
In a sales presentation, the conversation changes dramatically when we substitute the word “we” for the word “I.”
While there are many reasons for this substitution, the main reason to use “we” is that it keeps the focus on the customer.
If you are short on time, check here for an 80-second video on Sales Mindset.
Using the word “we” instead of “I” in sales conversations can have several advantages. Here are a few:
- Inclusive language: The word “we” implies a sense of partnership and collaboration between the salesperson and the customer. It fosters a feeling of inclusiveness, making the customer feel like an active participant in the process. This can help build rapport and strengthen the relationship between the two parties.
- Customer-centric approach: By using “we,” the focus shifts from the salesperson alone to the collective efforts of both the salesperson and the customer. It conveys that the salesperson is there to work together with the customer to address their needs, rather than simply pushing their own agenda. This customer-centric approach can enhance trust and engagement.
- Shared responsibility: When using “we,” it suggests that both the salesperson and the customer share responsibility for the success of the sales process. It conveys a mutual commitment to achieving the desired outcome. This shared responsibility can lead to increased motivation and cooperation from the customer, as they feel more involved and invested in the process.
- Problem-solving mindset: The word “we” can also imply a collaborative problem-solving approach. It positions the salesperson as a partner who is ready to understand the customer’s challenges and work jointly to find solutions. This can create a more positive and constructive atmosphere during the sales conversation, fostering a sense of teamwork.
- Overcoming resistance: In some cases, customers may be hesitant or resistant to sales pitches. Using “we” can help alleviate their concerns by presenting the salesperson as a collaborator rather than an adversary. It demonstrates that the salesperson is on the same side as the customer and is committed to finding the best solution together. This can help reduce resistance and objections.
While using “we” has its advantages, it’s essential to strike a balance and not overuse it. It should be employed naturally and genuinely, reflecting a true partnership mindset. Adapt your language to the specific context and customer preferences to ensure effective communication.
My client’s presentation improved dramatically and once practiced, he became comfortable with his more inclusive approach. Just by changing one word.
Remember, you only get results when you take immediate action on your ideas.
