Opinion: 4 ways to fix over-the-top sales hype

In the world of sales, the reliance on over-the-top sales hype has become too common. The tactics used are often distinguished by their buzzwords and vague promises, which are intended to impress and create interest. Instead, they often fall short of delivering perceptible value to the customer’s decision-making process.

As customers, we are left wading through a fog of embellished statements such as, “We have the best products,” “the best company,” “top quality that can’t be beat” and “the best customer service.” Yawn. And rather than ask the prospect intelligent questions to uncover their needs, these salespeople choose to spin out lazy selling phrases like “second to none,” “cutting-edge,” “a true leader in the market” and “We don’t usually offer this, but we will for you.”

Overstatements and catchphrases can have a high cost, as they can lead to skepticism and buyer resistance. Savvy salespeople know the weaknesses of trite slogans and claims, and they avoid them. They build trust and rapport by communicating clearly and honestly, listening closely to the buyer and responding thoughtfully.

Here are four ways to fix hyped-up sales messaging:

1. Realize the customer’s sophistication and skepticism. Customers today have access to more information than ever before. With a few clicks, they can research products, compare competitors and read reviews, making them more informed and discerning. When salespeople use cliched phrases like “best products” or “leading technology provider,” customers hear them as empty statements. Instead, provide your customers with genuine, evidence-backed information that communicates the positive difference your solution makes for their situation.
2. Build a deep layer of trust. Trust is crucial in major purchase decisions. Research shows trust in institutions and individuals is at an all-time low, with many buyers skeptical of marketing or sales messages. When salespeople use inflated language, they undermine credibility and trust, creating resistance even before relationships have the opportunity to form. Instead, ask insightful questions, listen actively and speak your customer’s language. Show how your product or service adds quantifiable value and solves specific problems if you want to build greater buyer receptivity.
3. Prioritize your customer’s buying style. One big reason why tailoring a sales approach to each customer’s buying style is smart is that customers don’t buy from people they don’t trust or feel comfortable with. Moreover, as prospects spend less time listening to salespeople and more time researching options on their own, sellers must make the most of their time with each prospect. So, it is imperative to know oneself, understand one’s customers and know how customers communicate and prefer to build relationships.

For example, a data-driven buyer might be attracted to detailed analytics and metrics, while a relationship-driven buyer would value small talk and developing strong rapport. The results-oriented buyer, however, wants the bottom line and has no patience for fluff, while the collaborative-style buyer responds well to a patient, kind, and no-pressure approach.

4. Use compelling, value-driven communication. Customers seek solutions that address their specific problems and deliver tangible value. Sales messages that are overly pitchy fail because they don’t focus on compelling benefits that align with specific buying motivations.

The seller should instead identify the buyer’s unique value drivers so that they can communicate how their product will address the buyer’s concerns and address their needs. Salespeople can create a more convincing reason to be interested in their message by replacing corny claims like, “Our software is the most advanced,” and tailoring the value proposition to explain how the software mitigates risk, reduces costs, or enhances efficiency.

The hyperbole in sales pitches no longer wins the hearts and pocketbooks of customers. Today’s sales environment demands that sellers become trusted advisers, not just slick communicators. This involves asking insightful questions, actively listening and engaging in meaningful dialogue.

It’s not merely about what we sell; it’s how we sell that sets us apart. Salespeople who deliver high value and ditch the hype will be far ahead of sellers who don’t.

Mark Holmes is a consultant, professional speaker and author of “Selling to ELON! Understand, Communicate and Sell to Unique Personality Types,” and he’s president of Springfield-based Consultant Board Inc. and SalesRevenueCoach.com. He can be reached at mark@salesrevenuecoach.com.