At its core, selling is communication. If you sell like I do, you communicate if you can help someone and let them make a decision to accept your help or not.
Sure, it helps to be persuasive, but it’s not acceptable to deceive.
If we throw away all the cheesy tactics, what we’re left with is pure communication.
If you haven’t done it before, take a second to think about how communication works.
Communication has two stakeholders:
- A speaker: one or more people transmitting a message to others
- A receiver: one or more people interpreting that message
Sounds simple, right? There’s actually a lot that can go wrong. The speaker may not communicate their message clearly, leaving a confused receiver. The fungibility of language is packed with meaning and connotations that may differ between the speaker and the receiver. Speakers often use jargon that the receiver may not understand.
For their part, the receiver may miss parts of a communication. Since we’re just pattern-matching creatures at our core, the receiver may apply a past pattern that doesn’t pertain to the speaker’s message.
Since I’m the speaker in this case, let me put it in the plainest terms possible:
- Speakers are often unclear
- Receivers often bring their own baggage
It only takes one side of the communication to go poorly for the whole communication to be ineffective.
To combat this, check in with the other party to verify that the message is being sent or received correctly. At first that can seem brutal, but use repetition to get the point across and make sure it’s correct.
Now, what did you take from this post?
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