Language of Sales: Avoid These Two Poisonous Mistakes in Sales Presentations

A couple of critical mistakes can ruin a presentation: the use of technical jargon and the employment of clichéd phrases. These errors not only distract but also drastically decrease the likelihood of securing a second meeting with a potential client. Let's start by exploring what not to do when initiating a presentation, and conclude with best practices for communicating an enticing proposal.


Firstly, let's avoid falling into the temptation of using technical jargon. Although it may seem to demonstrate knowledge and mastery of the subject, it can actually be confusing and alienating for the audience, especially if they are not familiar with specialized vocabulary. The key is to speak clearly and accessibly, facilitating understanding and the listener's interest.


Similarly, resorting to common phrases or clichés can make your presentation sound generic and uninspired. Expressions like "think outside the box" or "give 110%" have been used so much that they have lost their impact and originality. Instead, it's more effective to be authentic and specific, offering concrete examples and narratives that emotionally resonate with your audience.


To top it off and ensure an enticing proposal, it is essential to focus communication on the specific and tangible benefits that your product or service can bring to the client. Personalize your message, demonstrating that you understand their unique needs and challenges. Use success stories and relevant data to illustrate how you have helped others in similar situations, and how you can replicate that success with them.


Stop Using Sales Jargon

Every profession or group has its own language, known as jargon, consisting of "special words or expressions that are known by that group and are difficult to understand for others." This specific terminology can be a tangle of incomprehensible letters for anyone who is not part of that circle. In the sales field, it is crucial to avoid the use of jargon when communicating with a potential client. Including technical terms and common phrases in your presentations can alienate your audience and drastically reduce the chances of closing a sale. Instead of impressing, you could confuse or bore your clients, causing them to disconnect and lose interest in what you are offering. Therefore, clear and accessible communication is essential for capturing and maintaining the attention of your clients, facilitating more effective dialogue and increasing the likelihood of success in your sales.


Stop Using Standard Sales Phrases

The first five seconds are crucial in any presentation, as they set the client's expectations for what is to come. Unfortunately, many presentations start with what is known as the "five deadly words," which deflate the energy and effectiveness of the presenter and their speech. Here's a typical phrase containing these five lethal words highlighted: "So I thought I'd quickly guide you through my presentation."


So: is an empty expression that adds no value.

I thought: suggests that what is coming is just an idea and does not show full confidence.

Quickly: minimizes the effort and importance of the presentation.

Kind of: lacks conviction and firmness.

Through: indicates to the audience that the presentation may be boring and superficial.


These words and phrases convey insecurity and lack of commitment, which can lead to an immediate disconnection with your audience. Instead of resorting to these clichés, it is essential to start with clear and assertive statements that capture attention and demonstrate confidence in your proposal. For example, you could say: "Today, I'm going to show you how our product can revolutionize your business in three key steps." This not only avoids the "five deadly words" but also promises value and clarity from the outset, increasing your chances of success.


How to Speak in a Sales Presentation

Speaking in a sales presentation is much more than just conveying information; it's about establishing a meaningful connection with your audience and building trust from the outset. Imagine starting with a powerful and compelling sentence that captures attention and sets the tone for what's to come. Something like: "Today, I want to share my strategy for finding a solution to your key marketing challenge." This statement is not only positive but also conveys palpable confidence in your ability to address the needs of your potential client.


Once you've captured the attention of your audience, it's time to take on the role of a storyteller. Since ancient times, storytelling has been a fundamental tool for conveying information and making sense of the world around us. Think of the cave dwellers who painted on walls or the troubadours who told stories through songs; storytelling has been and continues to be a powerful way to connect with others. Instead of simply listing data and figures, consider how you can integrate them into a narrative that resonates with your specific audience. Remember, there's no "one-size-fits-all" approach to this; you must know your audience and adapt to their needs and preferences.


The benefits of this approach are abundant. By researching "Sales Storytelling," you'll discover your own style and learn how to use narrative effectively in your presentations. Experiment with this approach and practice; you'll see how a presentation delivered in this manner far surpasses typical "product pitches." This approach:


1. Engages your audience, creating an emotional connection that goes beyond cold data.

2. Builds trust and rapport by showing your ability to understand and address the needs of your potential client.

3. Makes data interesting and relevant by integrating it into a coherent and compelling story.

4. Transforms beliefs and changes minds by offering a compelling narrative that resonates with the audience and motivates them to act.


So, remember, instead of resorting to jargon and common phrases, rely on your ability to tell stories and assist your potential client. Embrace the "Once upon a time" approach and watch as your presentation comes to life in a completely new and captivating way.


Dionisio Melo ©


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