Communication expert Dianna Booher never fails to get me thinking with her communication tips newsletter. Today she discusses a common phrase and how it can lead to confusion in your sales process - very interesting!
How many times have you heard this comment interjected in a heated discussion: "Well, I think it's just a matter of semantics." Of course it is!
Words have meanings, and those meanings are not just a simple matter of semantics. Brushing them aside with, "I think we're really saying the same thing; it's just a matter of semantics," creates a dangerous intersection if people intend to arrive at agreement somewhere down the road.
Words carry a conversation. Selection is central to understanding and agreement. In fact, many customer complaints can be traced to this one root cause--vague words with a different meaning to the service agent and customer. The salesperson says, "We should be able to work out a substantial discount if you want to take the floor model." (The salesperson has in mind a 20 percent discount; the customer is thinking a 50 percent discount.)
Neither do we fare much better with different interpretations of internal communication. For example, the sales manager tells you that the company has had a significant increase in the number of leads generated by a new marketing campaign. What kind of increase comes to mind? 7? 70? 700?
When semantics enters the conversation, the conversation is no longer about semantics. Choose the precise word. Nail down the specifics.
Author of 42 books, Dianna Booher, CSP, CPAE, delivers keynotes, breakout sessions, and training on communication and life-balance issues. Her latest books: Speak with Confidence, Your Signature Life, Your Signature Work, E-Writing, and Communicate with Confidence. www.Dianna-Booher.com
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