Communication is central to sales success; we have all seen brilliant people with vast knowledge who are challenged in sharing their knowledge due to an inability to communicate. Closer to home, we have all seen how the quality of communication can make or break a deal. All the more reason why Jack Malcolm’s new book Lean Communication for Sales, is a must read for sales people and their managers.
Straight off the top, Jack posses the following question: Would your prospects and customers pay to talk to you? Regardless of how you answer this question today, you will be in a better position to answer and act after you read this book.
Jack how and why to make the answer affirmative every time. The only way prospects and clients will pay to talk to you, is if they know you will bring them useful ideas to improve their business outcomes without wasting their time.
One of the recurring themes in the B2B sales world is the idea that salespeople are an endangered species, because buyers have so many alternative sources that they can tap into, to get the information they need to make the right purchase decision. But with the entire world clamoring for their attention, it’s no wonder that buyers put off talking to salespeople for as long as they can.
In fact, it is precisely because there is so much information available and so many voices clamoring for the attention of your target prospect, they will welcome a trusted voice who will give them just what they need when they need it without wasting their precious time.
Jack Malcolm’s Lean Communication for Sales, will help you to develop and become that trusted voice, by showing how to communicate more value in fewer words—and become a valuable asset to your prospects. As a B2B sales professional, your role is to deliver the information and insights buyers need to make the best possible decision.
Lean Communication for Sales will help you communicate higher value with less waste by applying the principles of lean thinking to your sales communication process. You will be able to apply 9 powerful ideas as simply as ABCD:
- Add value: Leave your customers better off by Answering the Question that is on every buyer’s mind, and using Outside-in Thinking to communicate what they value the most.
- Brevity: Save time and boost credibility by putting your Bottom Line Up Front, and use the So What filter to eliminate clutter.
- Clarity: Ensure that your message is heard, understood, and remembered through Transparent Structure, Candor, and User-friendly Language.
- Dialogue: Co-create value with your buyer through effective dialogue, using Just-in-time Communication and Lean Listening.
The idea is simple, talk less, sell more: executing is a bit different. Now you can improve the quality of your customer conversations with Lean Communication for Sales!