Unleashing the Power of 'How': the good and bad

No matter what you are selling, or where you are spelling, the outcome can often be divided by language. TOM MARTIN discussed the difference between two 'hows'.

I often speak about the language of influence which delves into the idea that words matter, in all aspects of sales, whether that be running marketing departments and agencies or on the sales floor of a jewellery store.

Every business interaction is essentially about a seller attempting to convince a buyer about a product or service. Retail jewellery is no different.

You see, even more than the words themselves, how you say them - and deliver the message - separates a forgettable sales pitch from a winning one.

Key words to look for is ‘how’, which can be your best friend or worst enemy. It all depends on timing, tone, and context.

The good ‘How'

Let’s start with the version of ‘how’ we all want to hear: How do you do that?

When a prospective customer asks this early in a conversation, it’s gold. It shows they are curious or interested.

This kind of 'how' is an invitation - a signal that your sale presentation has sparked something. It’s an indication that the customer is picturing the jewellery pieces in their world.

And it’s your job as the salesperson, in that moment, to walk through the door they just opened. Show them, don’t tell them. Use a story.

This kind of ‘how’ means you’re gaining traction, you are building trust and - more importantly - you are being seen as the expert, the guide, the one who gets it.

The bad ‘How’"This kind of ‘how’ is an invitation - a signal that your sale presentation has sparked something. This is an indication that the customer is picturing the jewellery pieces in their world."

Now let's flip the coin - if a customers asks, How would that work?, you have a problem.

That’s a sign you didn’t lay the yellow brick road. Chances are you spoke in superlatives versus providing details. And now, instead of being interested, their cognitive load just spiked.

The customer is being forced to work harder to understand than they should be. Neuroscience tells us that when people work too hard to understand something, they remember less of it.

In other words, a skeptical ‘how’ often means they’re not buying what you’re selling. They’ve gone from ‘this sounds great’ to ‘prove it’.  Or worse, ‘I’m not sure I believe you’.

That’s not a pitch anymore. That’s a trial and guess who’s on the witness stand?

Why It Happens

So why does the bad ‘how’ - skepticism - arise?  I believe there are three common reasons.

1. You used insider language such as industry acronyms, jargon, and frameworks that make sense to you but not to the customer.
2. You didn’t build belief. Perhaps you told a story without the setup. Sales staff often sell the sizzle before they even show the steak.
3. You skipped steps. You jumped from problem to solution without mapping the journey in between.

And when any of these happen the brain starts looking for gaps in your sales presentation and that’s when the 'bad how’ creeps in.

Overcoming buyer skepticism

How do you create that good, curious, ‘tell me more’ kind of ‘how’?

Here are four recommendations:

1. Start with the customer’s problem or wants and desires. Paint it vividly and use a confirmation sequence to demonstrate that you understand their issues or their wants and have the perfect solution. More importantly, after you finish, stop and ensure they agree.
2. Use visual language - walk them through a story. Use metaphors. Make it tangible. Remember, people prefer stories to stats. Create memories they'll recall days later if they are still considering their purchase.
3. Provide the ‘why’ before the ‘how’. Your customers are not buying tactics, they are buying outcomes. Anchor your pitch in what it will do for them, then explain how.
4. Drop strategic breadcrumbs throughout the conversation. Pepper your pitch with compelling insights drawn from what they told you. Demonstrate that you listened.

In a nutshell, create intrigue, leave room for inquiry and the customer will do the rest.

Avoiding the ‘bad how’

Not only do the words you use matter, it’s also about how you deliver them which can be even more important if you want to create trust and credibility.

Here are a few tips to steer clear of the kind of ‘how’ that signals doubt in the customer.

Rehearse clarity, not just your sales delivery. If your pitch isn’t crystal clear to another person, revise it until it is. 

Bulletproof your transitions. By that I mean, often, the ‘bad how’ comes between two good ideas that aren’t well connected. Bridge every topic and section. Make sure each idea flows into the next.

Anchor ideas in evidence. Tell an interesting story supported by examples. If the customer’s first thought isn’t ‘of course, that makes perfect sense’, you did it wrong. Go back and rethink your selling approach.

End result

Remember, when it comes to jewellery sales, you are often selling a dream - a belief. Therefore, ask yourself an honest question: would I believe this?

Trust. Excitement. Anticipation. Confidence. Belief. They are the real goals.