demonstrationHave you ever asked someone what time it is, and ended up being told how to build a watch? Sounds comical, but some people don’t know how to give brief responses.

Bill O’Reilly is famous for coining the phrase, “Keep it pithy!” What in the world is a “pithy.” Well, Webster’s defines pithy as “concise and meaningful.”

Another little used synonym that is fitting is the word laconic. It is defined as “using as few words as possible.” The great 20th century writer Ernest Hemingway once wrote a story consisting of just six words; “For sale: baby shoes, never worn,” and is said to have called it his best work.

Now that may be extreme, but remember that the opposite of pithy is bloviating, and sadly that is where most salespeople reside. Here’s an example of what I’m talking about:

(Bloviating) “Mr. Snockerdoodle, if you are elected will you work to reduce the price of gasoline?”

“Well, let me be perfectly clear about where I stand on this issue. You may recall two years ago when I testified before the energy subcommittee, I told those folks then that the US had more natural resources than any country in the world and as a nation we blah, blah, blah…”

(Pithy/Laconic) “Mr. Snockerdoodle, if you are elected will you work to reduce the price of gasoline?”

“Yes I will. On my first day in Congress I will introduce a bill to drill for oil in the ANWR section of Alaska and to provide tax breaks to induce oil companies to double the amount of fracking. That will trigger an immediate price decrease at the pump.”

I realize that a lot of how you respond, when questions are directed your way, relates to your temperament. If you are going to be a successful salesperson, you need to be able to respond quickly, and not get wrapped around the axle telling prospects how to build a watch. Everyone is wordy at times, so the best way to give quick, concise responses is to practice giving them.

sales-meeting-techniquesIn order to do that, you might picture yourself on an elevator as the door opens and your boss steps in and asks, “Nate, where are we on landing the Nebula account?” Realizing he is only going up two floors to his office, which only takes about fifteen seconds, you must respond surgically. “Sir, I met with the economic buyer yesterday, and she committed to a final decision by close of business Tuesday, and I feel really good about our chances.” As your boss walks out of the elevator and the doors are closing, he says, “Good report, email me the minute we know their decision.”

That is a concise, crisp example of a verbal exchange that you should keep in the forefront of your mind. Make it a habit to always respond to buyer’s questions as if they are on an elevator with you and will walk off and disappear around the corner fifteen seconds after asking. Often, responses like this make your communication more relevant, as your prospects listening are able to attach their own definition to the words you use. Definitely words from a “man of few words” hold more weight than the words of a rambler. My guess is they will appreciate you keeping it pithy and reflect that sentiment in the volume of business they award you!

——–Commercial Sales Performance Kudos——–
Terry Woods, owner of four pest control franchises in Missouri and Kentucky (and a client of Doug’s), recently sent along a word of encouragement after seeing that 50% of the commercial sales reps in the online sales coaching group sold over $30K each last month. His email said, “Good job Doug. As always, I appreciate the positive leadership you give to every training group you facilitate.” You can achieve these results without hiring Doug.
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