The first paragraph of this article provides a brief summary of the content. Effective communication is a critical component of successful business development, yet it is often overlooked or underutilized. Despite the fact that we communicate frequently (around 20,000 words per day), we often take this skill for granted. Regardless of the quality of your product or service, or your expertise in your field, it is all for naught if you cannot effectively communicate it to others. When given the opportunity to discuss potential business with a client, avoid these five common business development mistakes.
Infodumping, or providing excessive information about your product or service, can leave potential clients overwhelmed and uninterested. Instead of focusing on the history and details of your product, focus on the strategic goal of the meeting. What do you want the client to know, do, or believe after meeting with you? Once you have a clear goal, you can plan your communication strategy accordingly.
No salesperson has ever lost a sale by listening too much. However, many salespeople view questions as an opportunity to deliver a monologue. Here are three tips to improve your listening skills:
Sales clichés can make potential clients feel like they are just another number. Instead of using manipulative phrases, try adopting a consultative approach where you are seen as an advisor or problem-solver.
Using a sales script can lead to assumptions about the client's motivations, perspectives, and life situations. Treat each meeting as unique and avoid making assumptions.
Salespeople often focus on the features of a product or service, rather than the problems it solves or the benefits it provides. For example, a video is a feature of a product, but the ability to see exactly how to use the product is a benefit.
By developing effective communication skills and avoiding these common business development mistakes, you can gain more business and lose less. Remember, if your idea is important, it deserves to be heard.