Part 17 of 20 in How to Sell: The Key to Success← Part 16Part 18 →
This chapter focuses on effective communication strategies for selling, particularly to Indian buyers. It highlights the importance of avoiding jargon and false intimacy in sales conversations.
- Indian buyers dislike jargon and false intimacy in sales communication.
- Use the buyer's own words and phrases for better understanding.
- Avoid vague phrases like 'just checking in' and 'super excited.'
- WhatsApp should be used for concise, specific communication, not lengthy messages.
- Respond promptly to show enthusiasm and interest.
Bettger cared about the other person’s words. Founders arrive with a private dialect: disruption, leverage, platform, AI-powered, seamless. None of these survive a shop floor or a CA’s office. The quickest confidence-builder in Chapter 6 is also a translation exercise. Say it as they would say it to a colleague.
Cut “just checking in.” It announces that you have nothing to say. Replace it with their noun and a reason. “You said the export breaks when there are credit notes. I tried that case. Can I show you on Thursday?” Cut “super excited.” Replace it with the specific thing you are actually keen to fix. Cut “circle back.” It is not English anyone in your buyer’s office uses. Cut a discount offered before a why. It tells them the price was a test.
Keep names. Keep numbers they gave you. Keep the awkward phrase. “The boy sits till eight” should not become “manual reconciliation overhead.” The awkward phrase is the product. When you hire, the test of the salesperson is whether they can say the awkward phrase without cleaning it up.
WhatsApp is a selling room, not a dumping ground. One thought. Their sentence first. One ask. No PDF on the first message after a call. A voice note under a minute, in a calm voice, beats a paragraph you asked a model to warm up. Enthusiasm on WhatsApp is speed plus specificity. Replying the same day is the enthusiasm. A perfectly worded note on Friday about a Tuesday call is indifference with good grammar.
Frequently asked questions
Why should jargon be avoided when selling to Indian buyers?
Indian buyers dislike jargon as it can create barriers to understanding and trust in sales conversations.
What are some phrases to avoid in sales communication?
Avoid phrases like 'just checking in,' 'super excited,' and 'circle back,' as they can seem insincere or unclear.
How should WhatsApp be used in sales communication?
WhatsApp should be used for concise, specific messages, with prompt responses to demonstrate enthusiasm.
What is the importance of using the buyer's own words?
Using the buyer's own words helps ensure clarity and shows respect for their communication style.