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Salespeople's lips moving—that's how deals get done.

Everyone talks about the importance of listening during the sales cycle; but, let's face it, no one buys from a mute salesperson. You eventually have to talk, and when you do, know this: The entire deal is riding on what you have to say, even more than what you have to sell.

This article will discuss the three deadly sins of sales messaging and how you can successfully avoid them in order to create more demand and win more business.

Sin No. 1: Blabbermouth

You can still say too much—because you know so much and you assume your customer wants to know as much as you do. Also, your product marketing team wrongly believes the buyer needs to know a lot more to make a decision. So with the best of misguided intentions, they jam-pack presentations and sales tools with every feature and function your product has to offer.

In reality, the more information you insist on giving your prospects, the worse you can make it for yourself. A deluge of detail, especially too soon, can have detrimental effects:

  • You might create confusion, which leads to indecision because the customer is overwhelmed with the capabilities you are describing.
  • You also run the risk of introducing too many features that are similar to those of competitors, which may cause prospects to see you as the same as everyone else.
  • Worse yet, you may open up conversations in areas that may highlight competitive weaknesses, which will put you in a defensive position.

Sin No. 2: Self-focused

Your prospects can probably predict the first six slides in your presentation deck. You will tell them all about you and your company and why your products are best. You will also include the obligatory map of the world with your locations; the entire range of the products and services you provide; and the logo slide showing all of your clients (the same slide every one of your competitors opens with).

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image of Tim Riesterer

Tim Riesterer is chief strategy and marketing officer of Corporate Visions Inc. He is the co-author of Customer Message Management and Conversations that Win The Complex Sale,

LinkedIn: Tim Riesterer