Sell more successfully by communicating with clear, concise, classy and familiar words and expressions.
Savvy sales professionals speak carefully because all terms and phrases do not convey the same meaning that others do.
In previous columns, I emphasized that words matter. I encounter tire dealers and service shop operators who act as if this is a foregone conclusion.
I have been visiting automotive service facilities across the nation since 1976. Many years of firsthand observations have convinced me that respecting the power of words is anything but common practice in auto repair businesses.
Let me put something into perspective. The Latin root of communicate means "to make known, to make common." In other words, express yourself by finding or creating something in common with your audience or listener.
The most important listeners inside a tire dealership or service shop are customers — both the regular clientèle and prospective new patrons.
Attending sales training classes is one way to learn vital communication techniques. For experienced service sales personnel, these seminars also are worthwhile venues at which to refresh or hone their skills.
Additionally, seize opportunities to learn from the old hands: Scrutinize service salespeople who have cultivated a loyal following over a long period of time at a tire dealership or service shop.
Successful service sales professionals may not realize it, but typically they "make common" with motorists by using clear, familiar words and expressions.
These folks speak as plainly and politely as practically possible; they instinctively use classy or dignified terms instead of potentially coarse or crude words.
Some sales pros have refined their speech so well that their customer engagement seems smooth and effortless.