SPEAKING TO SELL

4 Secrets to Communicating with

Clarity A

Gerry’s response is typical when business owners and executives realize they have been overwhelming people with information but under-messaging them. From the showroom to the boardroom, your ability to deliver a message with clarity will have a dramatic impact on your success. What is the cost of unclear communication within your organization? When it comes to your spoken communications, planning and preparation allow you to deliver your message more effectively, increasing the likelihood others will respond as desired. As you consider your approach to any conversation or presentation, con- sider the four keys to developing clarity: • Substance • Simplicity • Structure • Speed

42 Automotive Recycling | May-June 2015

How many sales have you lost because your message wasn’t clear? Probably more than you know. Keep your prospect engaged in

your conversation. BY MARK A. VICKERS

fter learning to create and present a clear and succinct value proposition, Gerry, the owner of a small company, was overheard lamenting, “I had no idea how important it was to get rid of all those extra words and slow down. How many sales have I lost over the last five years because my prospects didn’t understand my message?”

Substance

When you are communicating with others, you have a message to share and a desired outcome of the conversation. When you focus on the substance, you start taking an intentional look at your message to identify the key message and essential elements. By devoting time to developing your message you increase your probability of success. Ask yourself: • What is the single most important message I want them to hear?

• What are the most important details I need to share?

• What do I want them to remember? • What action do I want them to take? • What can I say or ask that will help them take action?

• What story could I share to illustrate benefits?