The word “compelling” conjures up an image of being persuasive….very persuasive. It conjures up someone taking the action or adopting the point of view you are advancing because it makes perfect sense emotionally and logically and it is in their best interest. If we are compelling in our sales conversations, the odds are that many of our customers or prospects will be impacted by what we say and buy our product.
What makes our words sound compelling to someone else? Words by themselves can be meaningless—it is how we combine them to communicate a message that’s important. And we need our words to be compelling because that’s the only way our message will impact our listener. Choosing the correct words in the correct sequence can make the other person think about something in a new way that could ultimately affect their future behavior (and sales of our product).
So how do we determine if we are communicating a compelling message? Through years of experience and spending time torturing words for many companies, I’ve compiled a list of attributes that seem to serve as a good reference.
A compelling message combines the right amount of emotion with logic. It’s been said that we buy emotionally and defend our purchases logically. Knowing about something is not enough. We need to respond to that knowledge emotionally in order for something to jar us into changing our behavior. Therefore, we need to include some emotion in our message.
Your message needs to make sense. It needs to be clear and logical so the listener understands how to get from point A to point B. If not, then your message may sound convoluted and the listeners may not be crystal clear on what you are attempting to communicate. Think of it this way: your idea needs to be easily understood so that the listener can explain it to someone else. Often when we are selling something, convincing the customer/prospect is only the first step. That person then needs to sell the solution (product/service) to someone else—their boss, a colleague, or the person who approves the funding. Make it simple, clear and logical so that person can repeat the main parts of your message in ways that are easily understandable.
Providing proof is another way to be compelling. Proof can mean a variety of things. You can offer testimonials from other users of your product. You can provide research that substantiates your claims. Sometimes the corroboration can be offered through a conversation with a respected colleague. Other times, your experiences can provide that needed verification of conclusive evidence. The key is that there is confirmation of the claims that you are making in your compelling statements.
To be meaningful, you want your message to stir someone to take action. Therefore you need to make your listener think. It is by thinking and becoming engaged in the conversation that your prospect/customer will consider making a change. For taking action connotates doing something differently. That won’t happen if your customer is participating only slightly as a passive listener. Your words need to engage your customer so that the thinking part of their brain is actively involved.
Painting a picture is a great way to get your listener engaged. Many experts have provided evidence that we learn best by listening to stories. Stories involve us. They make us think of how we may respond in similar circumstances. It also helps us remember. It is much easier to relate a story we just heard than to communicate a list of bullet points. When you ‘paint a picture’ you can choose a setting that is familiar to your listener. Use words that convey your meaning in such a way that your listener can quickly identify with the scenario you describe.
Rarely is anything compelling in sales unless the solution addresses a want. In sales, we often hear people say what they want but after questioning and many conversations, it turns out that what they thought they wanted originally is not what they want in the end. To be compelling, you need to uncover that want. Discuss it so that it is attractive to your listener. Depending upon where you are in the sales process, you may need to couch it in different ways. But your goal can be to make the customer aware of what want your product can fulfill.
Words Matter! Selecting the right words can be challenging. It can be difficult to choose the right words to convey your message to your clients in a compelling way. I didn’t say this was easy. I would recommend that you use this checklist as a sales tool. If the words you are using do not fit these criteria, then this can serve as your guide to select alternative ones. Compelling messages:
- Combine the right amount of emotion and logic.
- Make perfect sense; are clear and logical.
- Can be proven by testimonials, by research, by experience, or by a respected third party.
- Engender thinking and movement to action.
- Paint a picture for the listener that is familiar and that they can identify with quickly.
- Address wants, perhaps even ones the listener may not yet be aware.
Work on being more compelling so you can entice your customer/prospect to actively listen to what you have to say and what you are suggesting. By learning how to be more compelling you will demonstrate to your customers/prospects that you have something of value to offer to them. And that’s what making the sale is all about.
If you enjoyed reading this article, you may want to consider a more in-depth analysis presented in the Delta Point of Sales Excellence: Words Matter. Click here to read a brief description about this DELTA POINT lesson and similar ones.
