Have you ever found yourself in a sales conversation where it’s ridiculously obvious that the prospect is an ideal buyer for your product or service, but they just can’t seem to see what’s right in front of their eyes yet? 

They have the suitable problem, they have the time, they have the money and they need the solution… so why on earth haven’t they bought yet?

The key to this answer actually lies in the language the prospective buyer is using internally to describe the situation as they see it from their perspective.

The essence of language is so much more than just the words that are said – especially when it comes to sales and persuasive conversation.

But where it really matters most in terms of signing new deals is understanding this key fact:

People will only buy solutions to the problems that they can language.

If a problem can’t be verbalised then it can’t be solved.  

Side note: In fact, one would be correct in going so far as to say that being able to language and describe a problem will take you half way to effectively solving it – but perhaps that’s for another blog.

So many sales professionals go into their conversations believing that because they know the language of their chosen market well, then they’ll be able to sell with ease.

It is only then that they experience the realisation that the problem they can language is useless without their buyer also being able to language the same thing.

So if that’s the problem, then what’s the answer here?

The answer becomes evident when we realise that the sales profession is moving more from an area of ‘telling buyers what to think’ into the realm of ‘teaching buyers how to think’.

We as professional salespeople need to take the time to educate our buyers on their current situation as it stands and the problems that we can therefore solve for them based on exactly that. 

This is opposed to telling our buyers what to buy because we said so. We may well know for fact that what we are telling them is true, but without them feeling it as well they will feel ‘sold to’ and ‘pressured’ – not a good combination if long-term, sustainable sales pipelines are our aim.

So we need to help our ideal buyers with the language they need – we need to become education specialists more than anything else.

This goes a long way in giving our buyers the language they don’t perhaps have yet in order to close themselves on the sale. By educating them on how to think, they begin to own the language required to convince themselves that the purchase is a good idea.

And when that becomes the case – when they truly own their own purchase – they not only extensively use the product they decide to buy, but they feel compelled to tell their friends and family about it as well.

That’s a true win-win for all involved. They buy, we sell, and we all get smarter together.

Darcy J Smyth is the lead trainer and creator of the Tonal Persuasion Method for Sales. Download your FREE Tonal Persuasion Method for Sales Beginner’s Guide by entering your details below:


Log in with your credentials

Forgot your details?