A short marketing-tip video by Sandy Wardenburg Waggett (MSW Interactive Designs) recommending the book Words That Change Minds (Shell Rose Charvet) and describing a language-based sales technique. The speaker explains the difference between a 'toward' perspective (clients with a goal/desired gain) and an 'away from' perspective (clients seeking to solve a problem/crisis), and advises listening for what follows 'why' to select language that better closes deals.
Chapters
Good morning everyone. Sandy Weigatt here with MSW Interactive Designs. I'm here with another marketing tip and a book recommendation today. Words that Change Minds by Shell Rose Charvet is an excellent read. In this book she talks about 14 patterns of mastering the language of influence or in our world, sales and marketing language to help close more deals. So one of the examples that she gives in her book is when a customer comes to you, you want to try to determine if they're coming to you from a toward perspective or an away from perspective. Someone coming to you with a perspective has a goal in mind and they're excited to accomplish the goal. Whereas a person coming to you from an away from perspective has a problem or a crisis to solve and they're coming to you to solve it. It's a whole different mindset when you're talking to them and trying to close the deal. So the person who is coming to you from the toward perspective, you want to talk in terms of what they're going to gain, achieve or have as a result of working with you. Whereas the person coming with the away from perspective, you want to talk about things that should be changed or gotten rid of to resolve and how you can help them accomplish that. So what you want to do is listen for what comes after the why or the because in your conversation with them. So in the case of my business, if someone's coming to me in need of a website, they're telling me they want a website or they want social media, I'm going to ask them why. When I listen carefully for what comes after the why, I can tell if they're coming from the toward perspective or the away from perspective. Choosing the right language in the right situation will help you close more deals. Sandy Weiggett with MSW Interactive Designs I hope you have a great day.
