Do you wonder why people leave your site before doing something?

Do clients interrupt you when you are explaining your services?

Are you ‘De-Railing’ your own sales pitch?

Find out if you are and learn what to do about it.

Mistakes I’ve made

I used to work as a ‘Property Stager’, someone employed to ‘present’ property that’s on the market ‘for sale’ or ‘to rent’.

When I went to see clients for the first time I’d usually have my sales pitch ready.

Often I would be half way through explaining clutter and I’d use the word ‘druther’

At this point I would very often be stopped by the client who would ask

“What does ‘druther’ mean?”

In effect I was derailing my sales pitch by giving the client a chance to stop my flow.

Up until that point I had the clients full attention and was in control, however at the point that the client mentally stumbled over my ‘Jargon’ I derailed the sales pitch.

You’re possibly actually ‘at this moment’ thinking … what does ‘druther’ mean anyway … which is exactly my point.

It actually means ‘preference’ or ‘my preference’

So why not just use the word ‘preference’ and avoid the problem all together!

Ok in a ‘face to face’ you can recover but what happens if a client is reading your content or listening to your podcast?

If they hit a word or phrase that they don’t know or don’t understand what might they do?

Well I know what I often do … leave the site to maybe look up the word on Google, or worse … just leave the site!

All you had to do was use a more common term that the client would have understood.

So what’s the take home message here?

Do:

  • Use the words your customer uses
  • Keep your style in words similar to the language you use when you speak
  • Repeat the words your customer used in their questions
  • Keep things to the point

Don’t use:

  • Jargon or industry speak
  • Acronyms – especially if they are very industry specific
  • Clever words – not so clever if you turn the visitor off
  • Long winded sentences (OK not exactly derailing … but boring!)
  • Misleading phrases

Often a good thing to remember when writing your content or giving your sales pitch

Keep It Short and Simple (KISS)