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Yesterday, without even knowing it, Barack Obama inadvertently provided sales professionals around the world with some exceptional sales advice. It doesn’t matter whether we love, hate or feel indifferently about Barack; his unintended sales tip applies to all sales representatives regardless of industry.

What sales skills did he teach us? He told us that Americans need to be multilingual. Whether we agree with that statement or not makes no difference when it comes to this sales blog. What is important is that we realize we must be multilingual with our prospects and customers regarding the language of their business. When we are speaking with customers do we know their industry language? Do we speak their language of finance, manufacturing, distribution, construction, etc.?

“…we must be multilingual with our prospects and customers regarding the language of their business.”

One of the best ways for us to use our multilingual sales skills is to ask our customers quality open-ended questions that demonstrate our knowledge of their business. Doing this provides valuable information about the customer, helps build a relationship with them and creates believability.

Non-multilingual Example: “Are you more efficient since you’ve installed the new manufacturing equipment?”

Multilingual Example: “How has your new MRPII system positively impacted your finished inventory turn rate?”

If all we can do is talk to the customer in generic non-industry-specific terms then we run the risk of being viewed as just a generic non-industry-specific order processor. There’s not much perceived value in being one of those.

Related links: Sales Advice: Take this test to see if you have become an order taker., The Attributes of an Unsuccessful Salesperson

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Tags: language, listening, questions

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