Are You Making Your Prospects Feel Stupid?

Of course, you don't mean to do that! But the truth is that it often happens without you even thinking out it.

Case in point: You've just learned all about your new product or service offering. Tons of details. All its selling points. You're so excited & can't wait to share what you've learned with your prospects.

And when you finally get into a meeting, what comes out? 

"We've just introduced a new complete system (methodology/process) that's guaranteed to provide fully integrated communications for all your technology and non-technology needs as well as provide significant return on your investment with an ROI of only 9 months."

Blather! I know you're thinking you sound impressive, but from a prospect's perspective it's downright intimidating. Their eyes slowly glaze over and before long, you've lost them.

To be a successful communicator, you need to talk like a normal human being.

Here's an interesting tidbit that supports this premise: A language monitoring serviced analyzed the recent VP debate. Palin spoke at a 9.5 grade level, while Biden spoke at an 7.8 grade level. (Full article here.)

Both candidates are focused on connecting with voters, not impressing them. I have no doubt that they could have easily spoken at a much higher grade level - which would have meant bigger words, longer sentences and more complex sentence construction.

However, they chose not to do that. They wanted to relate to us.

If we're focused on impressing prospects with our vast knowledge, we'll lose them. They'll feel stupid. They won't open up. They won't ask questions.

And we won't get the business! 

Question for you: Have you ever caught yourself trying to impress customers? What happened? Were you able to recover?

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Comments

[Muhammad Yaqoob]

I highly like your blog and its unique contents. but above all i like the green color like you have green suit in your picture and green title and green background. very nice and artistic combination.
Can we exchange our links as link back.
Regards,

[Josiane Feigon]

Great post Jill-

very relevant to our world.

Josiane

[Fred Barnes]

Very good post Jill -- as always. What we've found at Distinction Communication -- a presentation skills training company -- is that most presentations start with "blather." On our site you can download a free podcast on how to simplyfy your messages. Go to the podcast page and look for our "7-Step Persuasive Message Model."

All the best, Fred

[Britton Manasco]

Great post. Unfortunately, our credibility is lowest in the areas that we feel most confident to speak -- about ourselves and our solutions. Maybe we should stop speaking and start listening. Let the customer set the tone for the dialogue and determine what grade level we should converse at. Our credibility will rise as we guide them through a discussion that emphasizes their existing concerns -- assuming they have them.

Britton Manasco
Illuminating the Future

[The Gift Guy]

Another gem! I am enthralled with the quality of knowledge being freely dispensed here!

Layman's terms will ensure everybody understands, helping with buy-in. However, speaking the lingo the upper crust of the marketing department understands ensures a kind of "old-boys-club" entry......

[Poul Anderson]

Great post. Unfortunately our credibility is lowest in the areas that we feel most confident to speak about ourselves and our solutions. May be we should stop speaking and start listening. Let the customer set the tone for the dialogue and determine what grade level we should converse at. Our credibility will rise as we guide them through a discussion that emphasizes their existing concerns assuming they have them.
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[unitykamasutra]

The KamaSutra - Tantra

I highly enjoy your blog and its exclusive content. but mostly I like the color green you have green dress in the picture and the title of green and green background. very beautiful and artistic combination.
Can we exchange our link and reverse link Read More