The Power of Plain Speak

Unleashing your inner sales beast by avoiding jargon and using plain speak.

Alright, let’s cut the fluff. If you’re a salesperson calling on veterinarians, you’ve got to stop drowning in jargon and start swimming in the clear, refreshing waters of plain speak. You know who you are – tossing around terms like “value proposition” and “synergy” like they’re magic spells that will hypnotize your clients into buying from you.

Newsflash: They won’t.

Your veterinary clients are busy. They’re smart. They’ve got dogs to diagnose, cats to cure, and yes, even hamsters to heal. They don’t have time to decipher your corporate mumbo-jumbo. So, let’s get down to business.

Why plain speak matters

First off, let’s get something straight. Plain speak isn’t about dumbing down your message. It’s about smartening it up. It’s about clarity, efficiency, and making your message stick. Veterinarians are scientists at heart. They crave straightforward, no-nonsense communication. Imagine you’re explaining your product to your grandmother – no offense to grandmas. They’re usually sharp as a tack, but you get the point.

Here’s a little secret: nobody likes jargon. Not even the people who use it. It’s like an inside joke that no one’s laughing at. You think you sound sophisticated and in-the-know, but really, you just sound like you’re hiding behind big words because you’re afraid your product doesn’t stand on its own. Cut it out.

Think of the greatest speeches of all time. Martin Luther King Jr. didn’t say, “I have a strategic vision that synergizes our future potential.” He said, “I have a dream.” Simple. Powerful. Memorable. Now, I’m not saying you need to be MLK, but you get the point. The simpler your message, the more likely it is to resonate.

Tips for plain speak

1. Know your audience: This one’s a no-brainer. Veterinarians are medical professionals. They’re not looking to be impressed by your vast vocabulary. They want to know how your product can make their lives easier and their practices more efficient.

2. Cut the fat: Strip your message down to its core components. What’s the key benefit of your product? How does it solve a problem your client has? If you can’t explain it in a few sentences, you haven’t refined your message enough.

3. Use analogies: Analogies are your best friend. They help explain complex ideas in a relatable way. For instance, if you’re selling a new diagnostic tool, compare it to something they’re already familiar with. “It’s like a stethoscope for the digital age.”

4. Ask questions: Engage your clients by asking questions. “Have you ever struggled with X?” or “Wouldn’t it be great if you could Y?” Questions make your clients think and relate their own experiences to what you’re offering.

5. Tell stories: Humans are wired for stories. Share success stories of other veterinarians who have benefited from your product. Make it relatable and personal.

Breaking it down

Imagine you’re pitching a new veterinary software. Here’s the jargon-filled version:

“Our software leverages cutting-edge technology to streamline workflow efficiencies and enhance patient outcomes through real-time data analytics and synergistic integrations.”

And now, the plain speak version:

“Our software helps you manage your practice more efficiently. It’s easy to use, saves you time on paperwork, and helps you give better care to your patients.”

See the difference? The first version sounds like a robot wrote it. The second version sounds like a human who understands what veterinarians actually need.

The bottom line

Veterinarians and their staff are busy people who don’t have time to wade through a sea of corporate speak. They want clear, concise information that helps them make informed decisions quickly. By embracing plain speak, you’re not just making their lives easier – you’re making it more likely that they’ll trust you, like you, and ultimately, buy from you.

So, the next time you’re crafting your pitch, remember: simplicity sells. Leave the jargon at the door, and bring your plain speak A-game. Your clients – and your sales numbers – will thank you. Now get out there and unleash your inner sales beast.

Brian Sullivan

CSP, is the founder of PRECISE Selling and a leading voice in the field of sales training and development. He believes in the potential of every salesperson to achieve their best and continually challenges sales professionals to reach new heights. To have Brian Sullivan or one of his stable of trainers and coaches help your team get to the top, visit him at https://preciseselling.com.

Image credits:

istockphoto.com/Ridofranz; istockphoto.com/Wavebreakmedia