I can explain it, but I can’t make you understand it

"I can explain it, but I can’t make you understand it."

Paul Kirch, CEO of Sellience, posted a story this week on LinkedIn about a t-shirt with that message on it. It calls to mind a saying I’ve used with many of the sellers and managers I’ve coached and mentored.The failure of the listener to understand is rarely their fault.If you’re having a problem communicating with another person; whether you’re trying to explain your product, your point of view, a new concept, a feature, your value, your vision, or tell a story…And, you have the feeling in your gut that you’re just not getting your point across…that’s on you.I can’t count the number of times I’ve heard a frustrated seller finish a call and say about the prospect, “Sheesh, that guy’s so dumb. I’ve explained it a million times and he still doesn’t get it.”Uh, my friend…exactly who doesn’t get it?Albert Einstein said “If you can’t explain it to a six year old, you don’t understand it yourself.”Think about it.You’re not explaining the theory of relativity.You’re just selling your product. And yourself.Yet, your failure to clearly and simply communicate; your failure to engage and maintain the interest of your prospects, means that you don’t know what you’re talking about.If you’re losing prospects early in your selling process then you have a communication problem.

You can fix it.Start by mastering the answers to these six questions. (There are more. But these will be a start.)

1. Who are you?
2. What do you stand for (in how you sell?)
3. Who are your customers?
4. What are their objectives and desired outcomes?
5. How can you help your buyers achieve them?
6. How does your product help your buyers achieve their desired outcomes?

-Andy