Sales lessonsThe presidential race is coming down to the wire. With just one more debate left, both President Obama & Governor Romney are battling for the few remaining "undecided" voters who could swing the election their way. 

Who are these people? Right now, a lot of them are women. And, if you dig even deeper, you'll find that they're white, lacking a college education and on the edge financially. They also believe the country is on the wrong track. 

The candidates need to appeal to this demographic at the same time they energize their base. That means they need to find the right words to convey their position. And, they need to convey their message in the right tone of voice with the appropriate gestures. 

It's the ultimate sales challenge! But here's the deal. These guys are aren't winging it. Every sentence they say has been thoroughly tested with their targeted demographic (or, should I say buyer). They know what's effective and what isn't. 

Do you? Seriously. When was the last time you actually tested your message? 

If you're like most sellers, it's been a while. You're on cruise control, saying what you've said for years. Perhaps you're blindly repeating the verbiage that your marketing department sends your way. If so, beware! It's often self-serving pablum that turns your prospects off.

Here's my suggestion. You need to always be in a test mode. Every single one of us is capable of observing other people's reactions to what we're saying. Think of a recent conversation you had with a potential customer:

  • Did your message pique their curiosity -- or did it elicit a brush-off?
  • Did what you say advance the sales process -- or did it stall out?
  • At what point in the conversation did you run into trouble -- and what did you say just prior to that?

By continually testing your message, you find what's most effective. And, you discover that you need to change your message based on a person's position or type of business. That's good to know.

Your words matter. Keep testing your message. It makes a difference.