by Thomas Leech

No matter how talented the salesperson or superior the product, success is a stranger to those who lack effective communication skills. Nobody understood this concept better than William Shakespeare.

Though he attained fame more than 400 years ago as a writer, not a sales guru, the Bard of Avon can give any salesperson insights into human nature and the selling process. Put Shakespeare’s wise words to use during your next sales opportunity so you can sharpen your communication skills and close more deals.

1. Bait the hook well; this fish will bite
People today are overwhelmed with an onslaught of communication messages. As a result, a salesperson’s most difficult task is to convince prospects to spare a mere two minutes of phone time or five minutes in a face-to-face meeting. 

To accomplish this you need a hook, or something that will immediately grab your prospect’s attention and suggest that your communication will be worth the time. Depending on what and how you’re communicating, your hook could be a juicy example, a snappy graphic or a startling statistic that shows them your message will be worth hearing more about.

2. Brevity is the soul of wit
Once you obtain the opportunity to engage, you want to make good use of the time. That is why you must be able to convey your message concisely and clearly. 

Unfortunately, in this era of information overload, lengthy messages often get lost (example: what do you do with e-mails longer than two or three paragraphs?). When you present your information in a focused, rather than a roundabout manner, your receivers can pick up what they need to know quickly and effortlessly. 

For a sales presentation, consider an upfront summary where you highlight your central messages right away. For busy, time-pressed executives, this can keep your audience tuned in for more info and finally receptive to making the deal.

3. Speak the speech, I pray you
What good is a well-crafted message if you deliver it in a monotone that puts the audience to sleep, or in a whining style that makes listeners cringe? 

During any sales transaction, whether in person or on the phone, your voice is a key factor to how well your prospect or customer will receive your message. If you mumble, speak too softly, or bellow loudly, you can lose your audience immediately. 

Get some feedback, and if warranted, hone your vocal style to be pleasing, not irritating. A speaker coach may be a wise investment to help identify delivery flaws and remedies.

4. It was Greek to me
In selling situations, miscommunication can easily occur. As salespeople attempt to explain policies, features, and warranties, they may use techno or industry jargon that their customers don’t understand. Others try diligently to impress their clients and use big words when a smaller, more comprehensible one will do, n’est-ce pas? 

When talking to prospects or customers, speak at a level they can understand. If what you’re saying doesn’t make sense to them, they’ll have little desire to listen to you or buy from you.

5. More matter, with less art
Visual aids and effects are often helpful in communication. If overdone, however, they can backfire. 

Salespeople sometimes overdo the computerized options in their desire to achieve a flashy look. Savvy salespeople use technology wisely, resisting the urge to get too gimmicky, as it might alienate some potential customers and distract from the presentation’s message. 

So whether presenting to a room of CEOs or a retail customer, be careful with the graphic effects. Dazzle them with your message, and let the visuals help, not hamper your success.

6. The readiness is all
Ask any successful salesperson for one tip on success, and the answer is likely to be preparation. In principle, most of us ascribe to this. In practice, pressures and procrastination result in last-minute preparation, skipped rehearsals and arrangements based on chance.

While readiness may not be all, it is a lot when it comes to making the sale. Don’t show up for any meeting or presentation unless you’re well prepared. Will your laptop work? Is the projector in place and compatible? Are you ready, or did you skip that important rehearsal? 

Also realize that despite your best efforts, something may go wrong – the bulb may burn out or the critical Internet hookup may fail. Have a backup plan to get over such setbacks so you can save the meeting and your sale. 

7. More of your conversation would infect my brain
Some salespeople, and many sales support people, are guilty of overblabbing. They drone on and on for what seems like hours to their customers, forgetting that in sales the most valuable part of the meeting is the listening, not the talking. 

If you are dominating the conversation, you’re not learning what is important to your client. Without such knowledge, how can you sell effectively? 

Smart salespeople know to ask one or two astute questions and then shut up. They let their customers do the talking so they can better determine what the customer thinks or needs. If they then can match that need with a particular product or service, they can close the deal.

8. Suit the action to the word, the word to the action
An important attribute for an effective salesperson is to be natural and congruent – maintain a match between body and spoken language. 

People new to the sales world often have difficulty doing this. They say to the customer, “I strongly support your initiative and am eager to help you reach your goals,” with a quavering voice, wooden stance and fumbling hands. 

Will the receiver of these mixed messages believe the words or the actions? 

Check your overall package when you communicate. If your body looks tight, your posture sags or you appear defensive, your customer will quickly pick up these non-verbal messages and wonder about your credibility.

9. See where she comes, apparell'd like the spring
Dress and grooming can quickly establish customer connection or avoidance. Know what’s appropriate to wear at your client’s location. 

If you’re meeting with a company chief financial officer, a conservative business look may seal the deal, while a more casual dress code may work for a presentation to the chief technical officer. 

You may need to advise the techie accompanying you that the Dilbert wardrobe might interfere with your success, or you may need to dress down a bit from that high fashion three-piece suit.

10. Better three hours too soon than a minute too late
Few things convey a lack of professionalism more than your arriving late, or not being ready when the meeting is to start. 

The reasons can be many: traffic jam on the freeway, an unforeseen last-minute task, or more likely, a too casual approach on your part. 

A good ground rule is to always arrive at your client’s location early. Arriving well ahead of time lets you set up comfortably, organize your thoughts and materials and correct miscues (such as the missing projector). Those who meet their deadlines are better positioned to make more sales.

Whether or not you are a devotee of Shakespeare, you can surely agree that his insights still hold true today. So take inspiration from the Bard of Avon and start your own campaign to become a better communicator. Your sales figures (and resulting profits) will be your greatest reward.

Thomas Leech is a nationally known presentations consultant, executive speech coach and author. His latest book is Say It Like Shakespeare: How to Give a Speech Like Hamlet, Persuade Like Henry V, and Other Secrets From the World's Greatest Communicator (McGraw-Hill). Leech has a Fortune 500 client list and is also the author of How to Prepare, Stage, & Deliver Winning Presentations. For more information go to:  www.SayitlikeShakespeare.com. 

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