In this Expert Insight Interview, Thomas Zweifel discusses leading through language. Thomas Zweifel has had quite an interesting journey from ski instructor to CEO, working as a construction worker, actor, director, animator, and copywriter.
This Expert Insight Interview discusses:
- How our language can shape our reality
- Why do people have trouble understanding the power of language
- The power of authentic communication in sales
Language Creates Reality
Thomas believes that, through language, we generate the reality that we encounter. Our brains are conditioned so that they only see what we already believe in, and they will only select the evidence that is consistent with their existing beliefs.
This is why communication is the water that leaders swim in. The good news is that effective communication can solve any issue, from misunderstandings, through failed mergers, failed sales, or lost clients, all the way to preventing divorce or lawsuits.
Power of Words
Today we live in a culture where language has become quite casual, and people don’t seem to pay as much attention to what they’re saying as they used to. We are quite unconscious about the way we communicate, and we think that what we say is only a representation of reality and that it doesn’t actually create reality.
However, whatever you put into words can and will become real. So, we need to treat whatever we say as a commitment. Unfortunately, people don’t understand the power of words and how they can impact your life.
Communication as the Solution
Any competent salesperson knows that sales is not about broadcasting the greatness of your product. It is actually about trying to put yourself in your customer’s shoes and listening to them, seeing what their dreams, fears, and concerns are, and what they need.
This effectively allows salespeople to customize their sales pitch depending on the customer’s needs. There’s a certain level of self-discipline required to take a step back and listen because, as salespeople, we’re motivated to close the sale. This means we need to discipline ourselves to have a proper conversation with our customers, rather than “talking at them.”
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.