Each of us experience things differently and process information differently. What I see in a business situation may not be what you see – that is part of the beauty of being a human being. It can make things more complex when selling, however.
We have three primary visual word catalogs – in other words, we explain, talk and write with descriptor words primarily visual, auditory, or kinesthetic. Examples:
“Let’s highlight that last point” (visual)
“Please recap what you just told us” (auditory)
“Please impress upon your manager how serious this situation is” (kinesthetic)
I’ve talked before about Steve W. Martin’s book, Heavy Hitter Selling – How Successful Salespeople use Language and Intuition to Persuade Customers to Buy. It is a must read if you want to better understand the “people” part of selling… which is much more important than learning more product knowledge. In the book, Martin says,
How do you establish rapport? By speaking individuals’ different languages, understanding their different word catalogs (their wiring) and relating to them in their world. Why? Customers will understand you better, and in fact, like you more because you are speaking the same language.
Take a look at the book for great exercises and stories to better illustrate these points, and ultimately, to better understand your constituency.