Making A Sale: Why Language Matters
October 27, 2015
That is words they understand, even if they don’t use them every day.
We need these words to act as a shorthand to describe and think about all sorts of things. These words help us to think quickly and not have to use a dozen or more smple words to describe what a single word can describe.
For example, take the word anaesethic. You know what it means but can you even spell it? And yes, my American friends don’t spell it this way.
OK so now explain what anaesethic means in less than a dozen words. Use words that a ten year old will understand.
See how hard it is to be concise even when you know what it means. You have to take time to choose your words carefully. But once you know what a word means you don’t have this problem any more.
So to be good at thinking we need to know as many words as possible. This is certainly true in our field of expertise. So IT people understand words like parse.
Could you explain parse?
Multi Use Words Lead to Complexity
It get more complicated when we use words like transmit. Try to define or explain this simple word. Now compare it to the definaition that your friends come up with.
They might all have different definitions. For example a medical person will define it differently to a broadcaster or geneticist. And a banker will use the word transmit to mean something different to any of them.
Language Can Cause Sales Problems
When we try to sell a product we often fail to communicate effectively with our buyers. We use words that mean one thing to us and something totally different to them.
So are you using simple or complex words in your sales literature, on your website or when talking to prospective buyers?
Do they have you level of understanding?
Is your language appropriate?
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