By Fred Martel

Choosing your words when speaking to a customer is important. Think about conversations you’ve had with business people and try to stay in the lane.

So, what is the solution? A well-rounded vocabulary helps along with a method of getting the customer to talk in detail about his or her likes and dislikes. The key is: they talk, you listen. The typical sales/customer service person talks way too much. You cannot be typical.

The method must stay simple. You ask questions about what they expect from the product or system in question. This usually gets them going. Next, you listen. Talking doesn’t close a sale, listening does. You response to their words should involve solving their issues and satisfying their need to know if you can deliver. You let them buy it.

Closing questions are important. They are brief and to the point. You need only satisfy their objections – or doubts about the proposed results they can expect. You let them buy it.

When you talk too much at least two things happen. You bring up issues that were not a concern – you create objections, and you miss the opportunity to close the sale based on overcoming theirs.

This method works. Try it. Shut up and listen and the sale will show up sooner than you expect. And remember the KISS principle – Keep It Simple Stupid!