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If your conversations are beginning to sound more like an answering machine and less like a human, then you may have a problem. You probably sound too much like a salesperson and that is driving your clients away from you.

The best salesmen, not only use Spiro’s sales automation CRM, but are the ones who can make a sale without ever having the customer feel like they are being sold to. Their personality creates a sense of trust with prospects. They don’t alienate their customers but instead make them feel comfortable with buying.

From Dale Carnegie:

No one likes to feel that he or she is being sold some-thing or told to do a thing. We much prefer to feel that we are buying of our own accord or acting on our own ideas. We like to be consulted about our wishes, our wants, our thoughts.

So how do you make sales without sounding like a salesperson?

Show Genuine Empathy For Your Customer

You must always remember that sales is not about you, it’s about your customer.

The quickest route to not sounding like a salesperson is to show genuine empathy for your customer. Ask questions about them and let them do the talking. When your customers are talking, actually listen to them. Follow up their responses with even more questions. Listen to your prospects and be a genuine human person.

Too many salespeople spend their time with prospects trying to sell them on why their product or service is the best. Instead, ask them questions. Try to understand what brought them to you in the first place. Try to figure out how your product is going to make their life better. You can only do that by genuinely listening to them and understanding their needs and desires.

Quit Reading So Many Sales Books

Sales books and educational resources are a great tool that will help you up your game, but immersing yourself in these resources can turn you from a human into a sales robot. If you find that your daily conversations are beginning to mimic the sales books you are reading and that you are sounding like a salesperson, then it may be time for a change of reading material.

Try immersing yourself in some books outside of the topics of sales. Try reading books that your prospects may be interested in. The books we read are stimuli that affect how we operate in daily life. Ditch the sales books and you will likely ditch the sales talk as well.

Use The Customer’s Language

As sales professionals we live and breathe our product every single day. We are surrounded by other industry professionals, and other salesmen who talk our language. This can lead us to using industry jargon or advanced terminology which will alienate your prospect.

Instead, keep it simple and use the customers language. Don’t talk down to them, but be sure to avoid industry terminology that they may not understand. Treat them with respect while also talking in a language that they understand.

The Bottom Line

If you want to stop talking like a sales person, you need to quit immersing yourself in the world of sales 24/7. Instead, focus on being a genuine person and speak the customers language. Focus on understanding your prospects and really getting to know them.

Don’t ask your prospects questions just so you can get closer to the sale. Ask your prospects questions because you are genuinely interested.

When you show genuine interest in someone else, you will begin to sound like a genuine person and not like a salesperson.

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About the Author Adam Honig

Adam is the co-founder and CEO of Spiro Technologies. He is a natural sales leader with a mission to help salespeople make more money using artificial intelligence — or any sort of intelligence for that matter. Adam has been a founder of four companies which resulted in two triumphant IPOs and two legendary mergers. He is best known for speaking at various conferences including Dreamforce, for pioneering the ‘No Jerks’ hiring model, and for flying his drone while traveling the world.


  • Zach says:

    I mean…. duh. To all of these things. Unless this is aimed at introverted people, then yes- obviously- do all of these things.

    • Adam Honig says:

      Hey Zach,

      Thanks for the comment. I know it sounds really obvious, but even great salespeople need to be reminded from time to time about the basics.


  • Zach M says:

    Great reminder Adam, thanks for the article I will be sharing it with our team.

  • leemanbrothaz says:

    “…and save the cheap salesman talk, will ya, it’s obvious”

  • Tim McCleave says:

    Thanks for the article Adam. It may be symantecs but perhaps we also need to move away from the term ‘salesperson’ altogether? There is a stigma here, and given we’re transitioning to a new era with lots of new channels for engagement and adding value, perhaps business consultant is more applicable? I think LinkedIn term it ‘relationship management’ – perhaps I’m over thinking it!

    • Adam Honig says:

      Hey Tim,

      Thanks for the comment. My preference would be to make the term ‘salesperson’ seen as a great and honest profession! Plus, I find that hiding the term can often create a bit of a negative backlash when prospects realize they’re dealing with a salesperson after all!


      • Max Williams says:

        Yes! Dang right I’m a salesman, proud of it! I’m gonna sell you something that’s going to make your life better! Thank you Adam, all this is great.

  • I’m new to the sales industry and fortunate enough to have a salary AND commission terms in my contract. I’ve been a Twitter follower for the last couple of months and Mr. Honig’s articles always have my attention, word for word. I’ve tried to take these articles and incorporate them into my agenda with my current clients and future prospects.
    With a degree in Human Resources, yes – these do sound like common sense tactics, but I definitely agree that salespeople need to be constantly coached on how to improve and be their best.
    Great articles and I always look forward to learning and trying to be the best for my clientele.

  • Lee Davies says:

    “business development executive”

    I love these articles.
    Great work.


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