The Difference between Great and Average Sales Professionals

The difference between great and average is in your language. The difference is subtle, the results startling. Sales professionals who are great use confident language. They do not use language that suggests doubt in themselves, the solution, or their organization. Following are two sales professionals’ conversation. Put yourself in the shoes of the buyer, which sales professional is confident in the solution being presented.

Sales Professional A:

“I believe that this product will meet your needs. In my experience, you will see the benefits in 3 to 6 months. I think that this is your best option.”

Sales Professional B:

“This product will exactly meet your needs. You will see the benefits in three months and your results will accelerate through six months and beyond. This is your best option.”

What is the difference?

Sales professional A used language that protected themselves, “I believe”, “In my experience”, “I think”. This language communicates to the client doubt, uncertainty, and ambiguity.

Sales Professional B used language that projected confidence. No modifiers before each statement. No uncertainty. No ambiguity.

Does Sales Professional’s B language make you uncomfortable? If so, why? What is it about direct statements that make you recoil? Is it because deep down you don’t believe in the solution, the ability for your organization to deliver the solution, or you don’t believe in yourself?

The study of how successful sales professionals communicate has been a passion of mine for 30 years. Through observation of thousands of sales professionals, I have seen the difference in language between highly successful sales professionals, those who make their number every year, and average sales professionals, those who porpoise between making their number and missing their number.

Sales professional A and B prospect the same amount of time. Both have the same number of meetings. Both are passionate about what they do and enjoy sales. Yet sales professional B closes more sales with an average size of 2X sales professional A and sales professional B contact to close is 4X faster than sales professional A. All activity is equal, the difference is in how you communicate with the potential client.

When you use statement modifiers such as, “I believe”, “In my experience”, “I think” you communicate to the client that you don’t have confidence in your product or solution. You don’t know if it will work, and you hope for the best. Clients who purchase from a sales professional who uses this language have confidence in themselves to make the right decision. The hard work of the sell is on the buyer rather than the seller.

Whereas when you make statements such as “This will…” “This is your best option.” “This service works.” You communicate confidence, assurance, and certainty. The client doesn’t need to work to gain confidence in the product or service, it is communicated through your language. A client who is uncertain will purchase from a sales professional that is certain.

What powers the language of confidence and certainty is your belief. Do you believe that your product or solution will work? Do you believe that your company or organization will deliver? Do you believe that the client will benefit from your product or service? Do you believe your colleagues will deliver? Do you believe that when problems arise you and your company can work through them?

Your inner belief powers your confident language. If you don’t believe, it will show through your language. You will couch your statements in, “I think…”, “In my experience…” “What I have seen…” If you do believe, then your language will be direct, unapologetic, and bold.

Great sales professionals use direct language and meet or beat their sales target every year.

Keep Streakin’,


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