Let’s get clear about the importance of clarity in selling

The third characteristic of Christ discussed in my book Sell Like Jesus: 7 Characteristics of Christ for Ethical Sales, is clarity. Clarity is described as clearness, precision, and simplicity. Lack of clarity results in vagueness and ambiguity that cause confusion and suspicion. How does this concept relate to selling? On page 30 I explain:

“Clarity is a vital component of trust-building. Trust is enhanced, deepened and perpetuated when motives, messages and options are conveyed with complete transparency. Conversely insinuations, ulterior motives and mixed messages destroy trust, and once broken, it’s difficult if not impossible to reestablish.

Jesus took responsibility to clearly communicate both the big picture and the details around what He was selling. He invested the time needed to reduce difficult concepts to their simplest form and organize what He said so His audience could understand. He accomplished that first by preparing and then initiating dialogue as He taught in private with his disciples, in the synagogues, and in the marketplace with anyone curious enough to engage. His preparation assured that his messages would be clear, so those who heard it had what they needed to contemplate whether to “buy” from Him or not.

In sales, we craft and deliver messages every day, often without realizing the impact those messages have on others. Every conversation, and every written message delivers a meaning that the buyer interprets according to their own frame of reference. How do you know if your true intent is being understood by the hearerHow well are you influencing through the messages you send? You improve the chances of communicating with clarity through diligent preparation, and by setting expectations to foster open dialogue.”

Here are some tips to help you improve the clarity of your messaging:

1. Ask your satisfied customers how they have benefitted from doing business with you.

Dig deep to uncover not just the practical benefits but the emotional ones as well.

2. Spend time preparing analogies and stories about the impact of your offerings so prospects can relate quickly and easily.

3. Think about ways you can be intentional about setting clear expectations at the beginning and at the end of every interaction. It puts people at ease when they know what to expect, whether it’s at the beginning of your conversation or at the end when you are mapping out follow up steps.

Test your work on people who will give you honest feedback.

Try out your stories and your expectations to see what reactions you get. Make adjustments based on the feedback you get. Then, try them out on prospects and evaluate the results, making changes in your approach based on your own experience.

Looking for targeted feedback from others who are honing their selling skills? You’re invited to be my guest at Group Sales Coaching. The wisdom and expertise that is shared during these meetings is always right on target with the needs of those in attendance. Check the schedule and register for the meeting that best fits your schedule. I’ll send you the meeting details.