Practical Sales Training™ > Selling Communication Basics > Syntax

What is it?

Syntax is the fancy word for the ordering of words in a sentence. The ordering of the words can change the focus and the emphasis dramatically.

Why does it work?

It works because the first thing we see or hear is where the focus lies. If you focus on the wrong things first you can lose or confuse your buyer unnecessarily.

How can you use it?

This is all about truly understanding and focussing on what matters to your buyer. When you lead with what matters in the right order it makes all the difference.

Hypothetical Example:

A website designer says to a prospect:

“I build beautiful, responsive websites with custom code.”

While true, the focus is on the technical work, not the buyer’s goal. The buyer doesn’t care about “custom code” – they care about results.

If the designer instead says:

“I create websites that convert visitors into paying customers – while looking beautiful and working perfectly on any device.”

The syntax puts results first and technical features second, which resonates more with the buyer.

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