OMG! I was in a TERRIBLE sales presentation the other day. TERRIBLE.
The presenter was Hooked On Pronouns.
“We, you, they, it, he, she, their” … it went on and on. (Example: So, I said this to him about it, and he said he was interested in their results.) WHAT?
PRONOUNS ARE MEAN
When you use pronouns, you make your audience feel like idiots!
IMAGINE THE SCENARIO
Wondering how to go from 5 to 6 figures in sales? Check out this Free eBook: http://ebook.solidsixblueprint.com/solid-six-ebook/
You are presenting to a decision-making team.
The SVP of Human Resources (to your left): The SVP is VERY interested in what you can offer, but just today her dog was put to sleep and her ten-year-old son is inconsolable.
The CFO (right across from you): He is pretty clear that you offer a solution that could make him look like a rock star in his job. And, he just found out which numbers he is going to be held to account for on a shareholders call tomorrow. UGH!
The business owner: (the one who will use your product) has brought you in and is terribly concerned to look like a rock star with his superiors. To the point of distraction.
CAN YOU GET IT?
Your audience CARES about what you have to offer, and each one of them has other things they are dealing with.
SO, THEY WILL NATURALLY CHECK IN AND OUT
…of your presentation. They will. These are powerful and important people who care about what you have to say…AND they have other things going on in their head.
THE PRONOUN IS YOUR ENEMY
When someone has checked out of a conversation that matters…that person needs you bring them easily back to what they really need to know about what you are saying.
Here’s how that looks:
You are saying: “The most compelling example of what we have been able to do is to help them achieve those results we showed earlier. They are completely thrilled with the results and they have written testimonials in the publications we targeted.”
Instead, try this:
“The most compelling example of what ABC Consultants (we) have been able to do is help Walmart (them) achieve 125% improvement in customer surveys (those results). Walmart, Best Buy, and Sears (they) are completely thrilled with the results and have written testimonials in Wall Street Journal, NY Times, and The Chicago Tribune (the publications) – the ones we targeted!”
Which statement is more powerful?
Which statement allows your wayward customer’s mind to re-engage immediately and makes them look smart that they were in the conversation the whole time?
REMEMBER: People will rarely ask you to clarify things they thought they should have been listening to. But, it is important to YOU that your audience got the point!
TAKE THE CHALLENGE:
Notice how much YOU use pronouns. Pronouns destroy the power of your message.
Love ’em up and empower your listener with everything your listener needs to be successful in your conversation!
The Irreverent Sales Girl