I came across an interesting article on fuzzy phrases in this week’s newsletter from Sales Vault and it is well worth the time to read.
The author’s definition of a fuzzy phrase is something that really says nothing. You feel like you might have heard something of substance, but after analysis (usually after the call is over) you realize they just said nothing. They are his pet peeve as I am sure they are for all sales people. His suggestion is to ask for clarification.
When you hear any statement that is vague or wishy-washy, ask for clarification. If it’s something that needs to be done or discussed, I’ll always say, OK, let’s do it now.
What prompted this article was the author using a fuzzy phrase on a salesperson when the salesperson was trying to sell him some software. The salesperson accepted this fuzzy phrase – “I’ll give it some consideration and we can talk again.” The author provides some examples of clarifying questions that the sales person could have used in that situation:
- Great! Which aspects will you weigh most heavily?
- That’s good to hear. What are you going to be looking at?
- Super. Where do you stand right now regarding moving forward with it?
Any of these questions would have elicited a substantiative answer as opposed to ending the call in a haze regarding what the next step the salesperson should take. Some of you may think that these questions may be too pushy. The author says these questions are definitive and get to the real answers. They may get you further with the prospect or you may find out the prospect has no further interest in your solution. Either way, you learn something of substance.