This is the second part of a 3 part series on understanding buyer motivation in the business to business market place.

If you survey successful business people you will find they are all so very different. Some like to vacation at the beach others prefer to camp out in the wilderness. Some are very outgoing and others are reserved. And so it goes.

One thing you will find common among them, however, is their ability to clearly express themselves. They have a strong command of their native language and the ability to describe an idea so clearly and vividly you can see it in your mind.

Buyers want you to have the ability to explain clearly to them how your product or service will ensure their problem will be solved. They demand to see the link!

Unfortunately most sales people don't satisfy the buyers need to understand! They attempt to use vague promises as their hook to get the buyer to say yes. Certainly buyers today are too savvy to be swayed with generalities.

To express yourself clearly and connect with your buyer give these a try:

• Take the time to craft relevant questions. Then listen intently to the prospects response. When you respond incorporate the words and phrases the prospect used.
• If we tell someone how great we are they doubt it. Use examples of other happy customers and explain briefly their situation and how they benefited from their relationship with you.
• Paraphrase. Feed back to the prospect what you just heard them say. Ask them if you understand.

Make it a life long goal to constantly improve your vocabulary and your ability to ask meaningful questions. Learn to cut to the chase and you will differentiate yourself from the competition!