Speaking Your Client's Native Tongue

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Speaking Your Client's Native Tongue

Encourager-In-Chief: July 21st, 2021

Mastering the only 4 benefits people buy.

Continuing where I left off last week, I really want to encourage you to master the only four benefits people buy. Just to refresh your memory, people will only buy from you when you save them time, when you save them money, when you provide convenience, or when you give them peace of mind. The reason I keep reinforcing this message is because there is nothing more crucial to your sales success than understanding these benefits and making sure that they become part of your dialogue when you speak to your prospects and customers.

I was sitting with the owners of a large retail company in Lancaster County, Pennsylvania who specialized in archery equipment. We discussed how important it was to speak in terms of their customers’ understanding. They completely agreed with me. Next, we looked at their website and their 225-page, full-color product catalog. I handed the president a highlighter and asked him to highlight anywhere in the catalog that mentioned any of the four benefits listed above. He never took the cap off the highlighter.

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While people might understand the concept of the four benefits, they rarely ever put it into actual practice. Please don’t be afraid to say the words, “In order to save you more money…” When you do this, I guarantee that you will have your prospects’ attention. If you say, “In order to save you time, I’m going to have your order delivered right to your door,” the customer will see the value of working with yo.

If you say to a customer, “For your convenience, I’m going to throw-in free assembly on this barbecue grill,” that customer is going to understand why buying from you is a great decision. When you tell a prospect that, “For your peace of mind, please note that all of my work is 100% satisfaction guaranteed,” you remove the fear of saying, “Yes,” to your proposal.

You hold the key to your sales success in your tongue. The more fluently you learn to speak in the language of your client, the fewer disputes you will have and the more positive customer relationships you will enjoy.

Let me hear from you.

Clarity comes from engagement not thought.
- Marie Forleo

This excerpt is taken from my seminar Mastering the Only Four Benefits People Buy. I encourage you to register for the Mastering the Only Four Benefits People Buy seminar on Thursday, July 22, 2021 from 9 AM to 12 noon at the Comfort Suites in Manheim, PA.

Mastering The Only 4 Benefits That People Buy


Let me hear from you!