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?
- 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
- 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)