Most Xyngular® leaders have to admit that at some point they have lost a sale or two or have missed out on recruiting someone because they talked too much or because they said the wrong thing. It's easy to do. Here's how to tell when you're drifting into "sales talk." If that has ever happened to you, here's some advice from one of the world's largest ad agencies, Young & Rubicam (Y&R). Chairman Ann Fudge, whose clients include Ford Motor, Sears, AT&T and other giants, said: "You always have to put yourself in the shoes of the consumer. It's not what we think, it's what the consumer thinks."
So how do you put yourself in the consumer's shoes when you happen to be the seller?
It's not as easy as it seems. Ask yourself, "can you recognize a slight change in language or mood when a friend starts talking sales? Do you tend to move toward or away from them?
That's right. When someone starts talking like a seller, most of us stop listening. Why? Because they all tend to talk the same way.
Seller talk is a little like baby talk...it's easy to recognize. You know how it sounds..."So, Lucy, what do you do?" She gushes: "I'm a distributor for nutritional products. We market unique, proven weight loss products that are amazing and all-natural."
What do you want to do when you hear talk like that?...Turn and run. Others want to do that when you start your seller talk. Their eyes glaze over and they start thinking of ways to politely get away. "That's great," they say. "What are you having for lunch?"
Here are 3 signs of seller talk. Do you recognize them?
1. General statements that speak to no specific person.
For example, "I have weight loss products." Or "I sell nutritionals." Generalities trigger thought's like "that's nice" or "who cares?" They leave no impression, they don't get anyone's attention, so no one buys.
2. Jargon or industry "shop-talk" is like a foreign language to most of us, even if we understand the words. Would you ever go into a retail store and say, "I want an all-natural, scientifically proven weight-loss nutritional please"?
Names of some diseases are jargon but symptoms of diseases usually aren't.
For example, many people may not know what hypoglycemia or metabolic syndrome is or feels like. They might identify, though, with constant cravings or being too tired to get out of bed. Describing symptoms in common language opens peoples' minds to what you have for them. Talking about a specific disease usually doesn't.
3. Hype is overblown claims that sound inflated or excessive. Hardly anyone believes in using hype, but many Distributors don't know that they're using it.
What if you feel "you got your life back after using Xyngular products." You hear it all the time in written testimonials. But in a conversation it comes across like hype.
You can say whatever you want in a conversation, and it won't be thought of as hype if you're not making money promoting it. It's like telling someone about a restaurant you don't own. However, the minute you go into business selling something that helped you lose so much weight, what you said before comes across as hype.
Think how you react to someone who's bubbling over about something and later you discover they're selling it... How do you feel? Do you feel used or manipulated? Do you feel like they don't really care about you? They just wanted to sell you their product.
If you're not up front about marketing a product, and they finally find out later, everything you said about how wonderful it is will suddenly be questionable. Even if everything you said was absolutely true, what you said is suddenly suspect.
ACTION STEPS:
1. Think through the words and phrases you use when you talk about Xyngular products. Write them down and weed out words and phrases that tend toward, hype, jargon, or generalities. Practice them.
2. Ask successful leaders to share how they talk casually with friends about the Xyngular products and opportunity. Make note of the easy, casual, non-threatening way they find out about their friend and introduce the product. Notice how they take the pressure off with phrases like "you may or may not be interested." Pay attention to how they ask questions, like, "if this could really help you manage your cravings, would you be willing to try it for a day or two?"
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