“The ill and unfit choice of words wonderfully obstructs the understanding.” Francis Bacon, Sr. (English Lawyer ,Philosopher and originator of the phrase "Knowledge is power.")

One of the most challenging parts of selling the new is how you communicate what it is in a succinct and clear manner. Without clarity aligned with brevity, most potential users of the new do not “get it”. All too often you hear someone sharing new ideas with long discourses in how it was developed, what speed bumps there were along the way, and what it does now that it really works. Unfortunately this is rarely exciting to anyone but those that were on the journey. What potential buyers want to know, is how will it improve my life?

As a true Sales Evangelist’s, you have only one objective in the messages coming from your mouth. To share the valuable difference this new way of doing something provides. If you can find the simplest way of expressing this, you will find it launches you into qualifying questions, hurdles you over objections, and gets you new clients regularly.

From coaches to politicians, the psychology of word choice is studied and the use of words is practiced for maximum effectiveness. How often do you tool your message to create the most impact? How often do you write out what you plan to talk about? Without powerful yet common word choices in your repertoire, you are limiting your ability to clearly explain information. Examine what you are doing in your every day and begin to write out the most common things you talk about. Try and write it out as you would say it, or have said it in the past. Examine word choice and the length of your explanations or scripts. Now, prepare to weed out the majority of what is here.

To start, the key is to uncover the greatest benefits of using your new offering, and then pair those benefits into as little as one word. Here is an example of a benefit and a word to explain:

Benefit: “The new CPU we are selling greatly increases the amount of work you can do as it has 4 times the speed of today’s CPU’s.”

Word: Faster

Now you may feel that the explanation of the benefit is necessary, however, it is not. All most people need to know is that it is faster. The details of how much faster, what it does to be faster, how much more it costs because it is faster, and any other detail may come out, but the common denominator to all potential buyers, is that this thing is faster.

Now you need to take faster and add to it. Because faster is a benefit, but what is the value? The value is that you can increase the amount of work you can do in the same amount of time. Again pair it down. In  this case you would shorten the phrase:

Benefit: “The new CPU we are selling greatly increases the amount of work you can do as it has 4 times the speed of today’s CPU’s.”

Phrase: Get more done in less time

 Now you have a compelling reason for most people to care about the benefit. The new sentence is going to stress on two points, and when you deliver this message, stress the tone on those two points. The excitement you show in these valuable points is going to help people see a better way. Here is a new sentence, the one you use as a Sales Evangelist:

“We have developed a faster CPU the will let you get more done in less time.”

Stress faster, more, and less when you deliver this message and people will hear you. This message says the same thing without any frills. It is simple and easily understood by all. Details may unfold, but think about how you can eliminate details from your messages and purely share benefit and value. Save the details for the times when they help you handle objections and get further to closing a sale. Save those points for when you need them, and take them out of your message. This is how you, the Sales Evangelist, can speak to anyone, and sell more.
                       

“There is no less eloquence in the voice, in the eyes and in the air of a speaker than in his choice of words.”  François de la Rochefoucauld quotes (French classical author, noble entrepreneur, and famous for many great quotes from his work the Maxime)