To do that, we need to be aware of the filter through which all humans – including you and me – screen information. We need to learn how to make sure your message makes it through that filter, to your prospect’s ears.
What is the filter? Personal relevance.
Or put in that classic phrase: What’s In It For Me?
Your prospect decides whether or not to pay attention by quickly asking themselves a series of internal screening questions: Is this information important to me? Why should I care? How will this improve my life? What’s in it for me to keep listening? To consider this offer?
Sales professionals are typically very skilled at sharing knowledge. Talking about the product or service. Backing up their descriptions with supporting facts and statistics. This is an important tool for the sales toolbox, but sharing knowledge – or data dumping – regardless of how important the data, won’t get the job done! And most sales professionals fail miserably at communicating why that data matters.
It is your job as the sales professional to translate the facts into personal relevance.
Remember Star Trek’s Universal Translator?
It would be handy to have one of those, wouldn’t it? But one even more powerful than Star Trek’s communication hack: A translator that not only translated your words into the other language, but that took all the great information you spoke into it, and made it come out the other end in a way that is personalized and completely compelling to each client and prospect you share it with!
Here is a key to capture any prospect’s attention and unlock your own Universal Translator – this phrase:
What that means for you, is…
As soon as you say this phrase, your audience will sit up and pay attention. They will be listening intently to the very next thing you say. So long as that next thing is directly relevant to them, you will hold their interest.
This lawn mower has 7lbs of torque.
So far, it’s just an inert fact. Meaningless for most people. It’s your job to help your prospective buyer understand it’s relevance. Use the translation phrase key to communicate it:
This lawn mower has 7 lbs of torque. What that means for you is less wear and tear on your body, less time mowing the lawn and more time doing the things you want to do.
To fully leverage the power of this translation key, put yourself through a series of reps. Make a short list of the top products or services you provide. For each of them, list their 2 – 3 most important features. Then use the key to translate each feature into relevance for your prospect or client.
You can use this skill anytime, anywhere to capture your potential client’s attention and interest. Enjoy the results!