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Always say less than necessary: Using 48 Laws of Power to close more high-ticket clients
Ask a CRO with Chief Revenue Officer Michelle Terpstra
Sunday Sales Delight & Dropkick Copy
September 29, 2024
In partnership with
💡 Highlights
01:00 Law Number Four: Always Say Less Than Necessary
01:50 Applying Law Number Four to Sales
02:40 Strategic Sales Techniques
04:06 Five Key Sales Tips
…And more!
Got a sales, marketing, leadership or entrepreneurship question you’d like Michelle to answer in “Ask a CRO?” Hit reply and let us know.
Law Number 4 from "48 Laws of Power" says: Always say less than necessary.
When you are trying to impress people with words, the more you say, the more common you appear, and the less in control. Even if you are saying something banal, it will seem original if you make it vague, open-ended, and sphinx-like. Powerful people impress and intimidate by saying less. The more you say, the more likely you are to say something foolish.
In sales, this means:
Listen more than you talk
Ask smart questions
Use silence to your advantage
Always be curious, not always be closing.
Scripts vs. Syntax: Which is Better?
In sales, we often use scripts. But syntax can be better. Here's why:
Scripts are word-for-word
Syntax gives you guidelines
Syntax lets you be more flexible
I used to stick to scripts, but switching to syntax helped me close more deals. It felt more natural and my clients responded better.
You know you need to get on more calls to sell your offers and scale your business. But the truth is you dread sales calls because they always end up feeling like a bad first date. They go on forever. One awkward pause after the next. You never know what to say. And at the end, “I need some time to think about it” or “send me a proposal.” UGH!
Five Ways to Say Less and Sell More
1. Turn Statements into Questions
Don't say: "Our product is the best fit for you."
Do ask: "What do you look for in a product?"
This gets your client talking and helps you understand their needs better.
2. Focus on What Matters
Only talk about features that solve your client's problems. Cut out the rest. For example, if your client cares about speed, focus on how fast your product is, not all its fancy bells and whistles.
3. Use Smart Pauses
People who are comfortable in silence are powerful and confident.
After you ask a big question, stay quiet. Let the client fill the silence. This works great when talking about price or handling objections.
4. End with a Question
Don't say: “Let me know if you have questions!”
Do ask: “Which part should we talk more about?”
This keeps the conversation going and shows you care about what they think.
5. Cut Out Filler Words
Cut out words like basically and just. Filler words weaken your messaging and diminish your authority, and they're super, super distracting.
Side note: This is why you should record your sales calls. Recording your calls helps you:
Find ways to get better
Spot filler words you didn't know you use
Review your use of pauses and questions
Which of these five tips will you use first?
Try one in your next sales call. Then come back and tell me how it went. Have you tried any of these before? What worked best for you? Share your experience in the comments.
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