Why LANGUAGE Matters

To illustrate the differences between typical compliant selling language and Enlightened Selling language, let’s consider some simple examples.?

Here’s the challenge most average sellers face… You’ve asked what you think are reasonable qualifying questions and the client has provided reasonable (although perhaps not overly detailed or helpful) answers. The average seller is likely to pursue this opportunity having satisfied themselves and their management that they have qualified the deal thoroughly.?

Enlightened Sellers are willing to have a series of small, polite confrontations that are designed to get to the truth for our mutual benefit and to stop wasting valuable time and resources on the wrong sales pursuits.

See the difference? Enlightened Sellers use an approach to qualifying that is far more likely to get to the truth and build trust with the potential client early in the process. Qualifying always involves core questions about the opportunity (problems to solve or results to achieve), resources such as people and budget, stakeholders, the decision process and timing. The difference in the Enlightened Selling approach to qualification is focused on the way we discuss these critical topics.

It’s not just about asking questions. There are also many opportunities to make statements that may, at first sight, feel a little challenging, and in all cases help Enlightened Sellers better qualify an opportunity. For example:

“My experience is that projects of this nature are rarely successful without clear and compelling executive sponsorship. In this case, who is the executive sponsor and what is their primary objective with this initiative?”

This can reveal several critical items. It helps determine if the key contact sees themselves as the key driver of this decision, it gives you clarity on who is really behind the opportunity, and it also subtly gives the prospect a strong indication that we are experienced and that based on that experience, executive sponsorship is a critical success factor.

With Enlightened Selling, effectively qualifying has everything to do with determining whether or not you have a reasonable chance of winning. If you can’t see strong reasons why they would select you, stay out of the opportunity or at worst withdraw early. If you can see a route to winning, determine whose votes you need to win and how you can best win those votes. If you don’t adopt this Enlightened Selling approach, you’ll end up significantly reducing your ability to win the deals that really matter (and that are winnable).

If you have been struggling with a sales challenge for more than 30 days, should we be talking? Click this link to hear from people like you who are working with me.