The term communication in today's corporate world is talking your opponent out. If you are one of the two persons which the company looks for its procurement or services, the quality of the products or your services does not win you the contract. Its obvious that products or services will be felt only at a later point of time. You need to remember that once you have won an order, the client will not be taking the other product/service and the quality is only your delivery. So the bottomline is winning that order. There will be lot of talking that needs to be done with the client. You need to look more convincing than the your competitor.
You are not going to be asked to explain your worth when your competitor is demonstrating his product/service. You are most times, one-one with client, represented by a group of people though. So how do you talk out a person without even talking to him. Thats the challenge you need to be aware of. Its is simple to understand but difficult to comprehend. One can comprehend a situation of arguing out another opponent. But how do you achieve this?
Whenever you are selling your product/services, the conviction thats drawn is more important than your command over vocabulary, language and other stuff. You have to be first convinced of your own product/service. Transcending such conviction to your client is the task that needs to be planned and executed well. So the roadblock is usually the marketer himself, where he tries to sell product/service, which at first place he himself is not convinced about. When you are convinced, half the job is done. With little communication skills you can achieve.
How do you transcend the conviction? The listener has to experience what you speak. The output should be visible to him through your speech. The experience does not often mean attempting an elocution competition. Your command over the subject is important than the language, unless you are selling a dictionary or encyclopedia. Did you see the launch of i-pad by Steve Jobs? The launch just created the interest for the product across the globe. Did you notice his vocabulary? It was simple - marvelous, extra-ordinary, fantastic - you can count, he would have used these words umpteen number of times in his presentation. But, hey weren't you impressed? What he did was, transformed his belief about the i-pad onto you and you are obviously impressed. That is all it takes. Looks fairly simple.
But as mentioned the difficult part is, you sell products/services without being convinced yourself. You will never be able to make it up. But then there is market for what you have produced and you will be convinced that the product/service will be of utility only to that market. Then you stand to convince that market which can derive utility out of the product/service. Designing of marketing strategy based on the utility of the product is most important. Realistic and ambiguous strategy always is the best combination!!
Since the "talking out" is happening without the visible opponent, its important to contemplate what the competitor would sell and emulate it. The key is contemplation without much complication. There should be no direct reference and ditching - to be a fair trade. But still be able to convince more than what your competitor does. If its race of donkeys, you just have to look a clever donkey.
So, talking one out is fighting your invisible opponent out!!!
