Knock You Up?

Credit: Doug Pratt

Do you use jargon in your selling? Do you toss around acronyms and industry slang? Are you full of AI, Enhancements, Workflow Compression, Nanography and a host of other terms? Do we think it impresses clients? Do we think they care?

Language is funny. Years ago I had a secretary from Australia. She was awesome and easily one of the best people I have ever worked with. She scheduled travel, my calendar and did all manner of administrative tasks.

One day, after booking a flight to California and an early morning meeting the following day she asked, "would you like me to knock you up in the morning?" I paused, looked at her and said,” I don’t know. I think so. What have you got in mind?”

A fellow executive cried out with laughter from his office. He said, "Bill, she's not asking for a date. She's offering to wake you up with a phone call."

My ego took a hit but my life remained manageable. I learned that "knock you up" is a phone call down under.

Once again, I'm sharing a funny, true story. I like sharing stories. It's my main thing. But I do see reps complicate messages with language.

I sold a bunch of printing. I sold some really technical solutions. I was able to explain the technology when it made sense to do so but I didn't lead with that style.

I elected to speak in the client's language. I restated what I understood their objectives to be, what we would do to accomplish their goals, why we were the best choice and what it would cost to make it happen in that order. I spoke in business English not "tech speak."

When the client had technology questions I dug into the weeds. If I needed to bring an IT person or process engineer with me, I did. We spoke in tech terms when it made sense if it made sense. We didn't sell with technology. We sold with problem solving.

Recently I sat through an excruciating Zoom call with a client. The customer was asking buying questions. They were using simple language to ask, "then what happens."

The seller went into glittering technical generality mode. The client's eyes glazed over. They were no longer communicating and the selling opportunity was lost. The seller was clueless on how it went wrong too.

For what it’s worth, I call these parallel conversations. They’re a common thing in sales.

I can't quote him exactly so grant me some license, but David Ogilvy is credited with saying something like "use the client's language to sell." He was spot on, 100% correct.

I know readers are thinking "gosh Bill, everyone knows this" but be honest. Pay attention to what you say. How often do you reach for a technology term or industry slang?

I'm sharing this because I see language get in the way of selling. Reps talk about tools rather than the problems they solve. It’s a mistake. Don’t get in your own way.

Gotta go. I promised to "knock up" a friend back home. I really was puzzled by Karen's question in 1998.