LIFESTYLE

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hether we realize it or not, we’re all multilingual. We can

choose to speak the language of “Me” by focusing on our

qualifications, company history and partner backgrounds.

We can choose to speak the language of information by

focusing on technical details, feature sets and options. Or we can choose

to speak the language of influence by focusing on the needs of the

prospect. At initial meetings, prospects will only have a few moments to

size you up. After looking at the way you’re dressed, the next thing they’ll

judge you by is what you say. Prospects will use your interactions as a

barometer of what they can expect from you. Consequently, your language

choices take on a significance that transcends the moment. Even

interactions that occur much later will be filtered through that initial

perception. The best way to ensure your interactions are positive is to

speak the language of influence. Here are five ways to help you begin.

Don’t let educating get confused with patronizing.

When you need to correct a misperception or misinformation, avoid using

phrases such as “what you don’t know is,” or “you don’t understand.” It’s

the same as saying “I’m smarter than you.” Show some humility when you

need to educate prospects. Give them the benefit of the doubt by using

phrases such as “We’ve found that people usually ask about this aspect of

the policy, but please stop me if you’re already learned about it.” Remember

too, you can explain a complex process or idea in different ways. You

could explain it by defining it, showing how it functions, what causes it

or some combination. Solicit feedback to see if your prospect expresses a

preference for one method or another.

Focus on what you achieve rather than what you do.

Instead of describing the activity you’re engaged in, describe the results

you get for clients. People care very little about what you do, but they care

passionately what you can do for them. Which of these two statements

would appeal more to you? “I sell health insurance.” “I show small business

owners how to maximize the return on their healthcare dollars.” You

should be able to describe in a single sentence, the results you get for your

target market.

Keep jargon to a minimum. Jargon can serve as an economical

way of communicating when speaking to those inside your profession. It’s

often your default language for describing your products and services.

Remember that your prospect is likely to be from outside your own

profession and thus unfamiliar with terms you use on a daily basis. Keep

explanations simple and make certain prospects understand any industry

standard acronyms or abbreviations.

Stand out instead of blending in. Have you ever questioned

a policy or procedure only to be told, “Everybody does it that way”? Rather

than an explanation, such a phrase usually only reinforces the inflexibility

of the system. If everybody does it that way because it’s an industry

standard, explain the benefits of the standard. If everybody does it that

way simply because they can get away with it, find a new product to sell.

Recognize the difference between what you say and

what people hear. There’s often a tremendous disconnect between

what you say and what people hear. This is a direct result of being

message-centered instead of prospect centered. Here are some examples.

Said: Someone in our office should have informed you about that. Heard:

Someone in our office isn’t doing his job. Said: I hoped to have

more brochures for

our meeting, but

didn’t have time

to collect them.

Heard: I’m not

prepared. Said: I

had a difficult

time finding your

house. Heard:

You gave very

poor directions. Said: I couldn’t return your call right away because I’ve

been so busy. Heard: You’re not important to me.

The key to speaking the language of influence is to shift your orientation

towards your prospect. Think about their needs, their level of familiarity

with your product, their financial literacy and their unique situation. A

willingness to put yourself in their shoes will often put their account in

your book of business.

©2010 Peak Communication Performance. Excerpted from Rainmaking

Presentations: How To Grow Your Business by Leveraging Your Expertise,

available at Barnes & Noble and Amazon.com. Download the first chapter

at www.RainMakingPresentations.com. Affluent’s Presentation Expert,

Joseph Sommerville, Ph.D., shows professionals how to design, develop

and deliver effective presentations. When you book him to show your

organization how to create more persuasive presentations, you’ll discover

why better communication means more business. Please contact him at

Sommerville@RainMakingPresentations.com.

W

52 AFFLUENT MAGAZINE

HOW TO SPEAK

THE LANGUAGE

OF INFLUENCEBy Joseph Sommerville, Ph.D.

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