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Inspiration

Language, a salesperson's best friend

s a merchant level salesperson or ISO owner in In addition to online and print trade magazines, blogs,
the payments biz, you most likely have created videos and social media posts are excellent resources
a presentation that works reasonably well for when seeking to learn how people in a particular industry
A you. Knowing that flexibility is essential, you communicate. Glossaries for many verticals are also
probably vary it according to the merchant prospect or published online.
vertical you're targeting, too. But how much thought do
you give to the vocabulary you use? Do you vary your Sincerity, clarity
words to suit your merchants? When stepping into international waters, where prospects'
primary language is not English, the communication ob-
In Good Selling! SM: The Basics, Paul H. Green said, "A great stacles are often overwhelming. Many payment profes-
salesperson speaks to accounts in their own language. … sionals wisely choose to partner with people or compa-
Using your prospect's lingo is the most efficient way to nies that know the local languages and customs of foreign
establish rapport with many different groups of people. markets they are entering. This doesn't mean, however,
We identify with people who share things with us. We that it makes sense to dispense with learning as much as
instinctively feel less fear and more trust in them." possible about the language, customs and challenges in
regions you're targeting. It's astonishing to see how much
Different strokes good will you can generate just by making a sincere effort
to communicate in a prospect's mother tongue.
Green offered the following examples of distinct
terminology used by professionals in the same position Another aspect of language to keep in mind no matter
but in different industries: what market you're in is to focus on clarity and leave your
• When talking to the controller of an auto dealership, payments jargon at the door. In "Revisit that elevator
you would refer to the position responsible for speech," The Green Sheet, Feb. 9, 2009, issue 09:02:01, Biff
securing financing for consumers and completing Matthews wrote, "Use only layman's language. Avoid
the paperwork for the sale as the "F&I person." industry-specific terms and alphabet soup. Forcing your
listener to guess what you're saying because you've used
• When talking to the controller of a hotel, you would jargon and acronyms is counterproductive. Craft your
call the detail of the hotel charges "the folio." speech so that, whether your listener is a professor or a
Numerous resources janitor, your meaning is clear."

If you serve multiple verticals, or even merchants in the Language is a marvelous tool; brush up and use it to the
same vertical but in locales with significantly different fullest.
cultural influences, using the right lingo can be chal-
lenging. Green suggested reading trade magazines and
making notes of new words and viewpoints. "Pay close
attention to the editorials and letters to the editors," he
wrote. "They will provide you with authentic viewpoints
of people involved with that special interest." Kate Gillespie, President and CEO

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