You offer a great product or service, but somehow your sales team cannot close the big deals when it should. The problem might be your salespeople are so focused on the sales pitch they are not explaining in a way that makes sense to customers.
One thing is for certain—customers won’t buy what they don’t understand.
So says Lee LeFever, founder of Common Craft, and a contributor to HBR Blog Network. He contends we have to “think differently about how we explain ideas” during the sales process.
He likens the sales process to the famous line from Glengary Glen Ross: Always be closing. But suggests we change it to "always be explaining." He says effective explanations must come if you want to make the sale.
Think about how often you go into a meeting, armed with your curse of knowledge and your company jargon. The prospect rarely wants to ask you what you mean when you say you want to "socialize an idea" because they do not want to look dumb, but they will remember how you made them feel after you leave.
LeFever goes on to say how important it is to make prospects feel like they are the smartest people in the room:
Understanding the basics of explanation can serve as a remedy for The Curse of Knowledge and help us think differently about how we explain ideas. This is especially true in the sales process. Whether it is on the convention floor, in the executive suite, or during a product presentation, honing your explanation skills convinces your audience that you understand their needs.
Following are six tips to create effective explanations. (more…)
