The Art And Science Of Selling (Part 1)

Posted - August 1, 2017

Welcome to the first part of our series, breaking down a few of the lessons from The Ultimate Sales Messaging System. This system is designed to teach exceptional communication skills to improve selling technique. It encompasses both the art and science behind crafting the perfect sales pitch. Enjoy!

We are all in sales. Another way of putting it is that we all have goals we want to accomplish. For so many, communication skills can be a roadblock, when they really should be the thing that helps us clinch the deal. Developing exceptional communication skills takes practice, a deep understanding of your audience, and a commitment to using the latest scientific and artistic principles to deliver the message. Read on to find out how.

Clear, concise, and compelling. We are going to use this phrase a lot. Stop confusing your prospects, because confused prospects rarely buy. When we can know our audience intimately, have a basic understanding of the adult learning process, and design our message and delivery to create a confident purchasing environment, we can remove the potential barrier of a confused prospect.

When communicating the details and capabilities of your products to your customers, you must be able to answer when the prospect asks: “How can this product help me make more money or get rid of my problem?” Clearly, it helps when we can offer a solution our customers can believe in framed within the concept of Return on Investment (ROI).

The Difficulty Of The Problem

Many people who struggle with their messaging get stuck on faulty cliches, like a mystical “it factor” that good presenters have, a persistent fear of failure, and the double-edged sword of perfectionism. In my experience, these and others concerns are all myths, and none are sufficient to prevent someone from becoming an exceptional communicator.

It’s about more than enunciation and eye contact; we need to be the architects of our sales messages. The same way an architect needs his preliminary plans, site inspections, and blueprints before construction can commence, a salesman needs audience profiles, a communication design plan, and content storyboards before he can begin writing and editing his pitch.

Many difficulties can crop up in this stage. Fortunately, most design difficulties can be overcome by:

  1. Approaching each new prospect with a clean slate and being ready to customize what you do for each individual.
  2. Listening attentively to your prospects and figuring out the simplest way to address their specific concerns and help them make more money.
  3. Don’t overload customers by telling them everything you know all at once. Again, think about how you can clearly, concisely, and compellingly tell them only the details that pertain directly to them. This is as much about what you leave out as what you put in.
  4. Channel your many sources of collaboration and input into one focused message stream. Strip away the extra stuff that does not direct your prospect toward a buying decision.

Remember, clear, concise, and compelling. Following the four steps above when designing your messaging helps you avoid overwhelming your customer. An overwhelmed customer is a confused customer–and confused customers rarely buy.

Ironically, the customer is the most frequently overlooked person in sales messaging. Don’t let your customer be an afterthought. Craft all communications with them in mind.

Sales Message Design Ron Johnson Apple

The Adult Learning Process

We can’t all be scientists, but we can keep up with what the field of neuroscience has revealed about the human learning process. For example, people tend to be able to remember about seven chunks of information at a time–which is why phone numbers tend to have 7 digits, excluding the area code. Also, keep in mind that people tend to remember far more information from presentations they are actively engaged with than they do from purely lecture-style presentations. Knowing these and other basic principles will help us, as communicators, to not overwhelm our audience.

For now, we’ll leave off with the “Believe, Buy, Bite” system. Believe means cutting out all the bluster that comes with a lot of sales messaging. Remember, clear, concise, and compelling. Make the audience believe in you and your product’s ability to solve their specific problems. This is where you build trust and rapport with your customer. Buy means putting extra emphasis on making your message compelling. With this, you have a good chance at making the sale. Without it, a prospect will never get any closer to becoming a customer. Bite comes after you’ve made the sale. When you’ve truly honed your message down to its most effective version, your customers are going to believe in you and your product to a great enough extent that they will start doing your job for you, helping to bring new customers to you. It means your message has “stuck.”

For more, stay tuned to our blog as we will continue to break down the lessons from The Ultimate Sales Messaging System. If you want the whole thing, and you just gotta have it now, please check out our online webinar.

The Ultimate Sales Messaging System was created by Brian Williams, of Perspectivity Intl. Perspectivity is a “sales growth agency,” established in 2012, and is the product of more than 20 years of experience with global tech giants.

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