105 Speak the Language of your Customer

Speak the Language of your Customer 

How well do you speak the language of your Customer?

Gain a basic understanding of the major terms used in your customer’s industry and use those terms in your communications. It’s not necessary to understand all the details, but articulating your messages in the language of your customer will enable you to quickly be viewed by your customer as “one of us” who “understands our business.”

Use the words and phrases your customer uses. Examine how your customer describes their mission, their key initiatives, and their customer focus. Pick out the main phrases that define them and incorporate these phrases into your messaging for your customer communications.

How do you go about doing this?

1) Study the language of your customer: 

Go to their website to learn 

– how they position their company’s theme and mission

 “the worldwide leader in widget technology”

Scan through their Annual Report and Investor Presentations to learn 

– their “promise” to their customers and stakeholders

– their key initiatives where they plan to invest

– and stated areas where they need to improve.

2) Understand how their top competitors position their company and solutions. It might be similar, It might be different. And be sure to note this for future reference.  

3) Subscribe to industry journals and web content to study the key business challenges of your customer’s industry and gain a working knowledge of these items. 

Industry journals will also often analyze and rank companies in these industries in terms of revenue, profit, and growth potential. 

These information sources can help you quickly elevate your messaging so you can effectively speak the language of your customer. 

I’m DJ Sebastian, for more info on what it takes to become an Elite Seller, visit my website at thetechseller.com 

104 Creativity


How are you applying your creativity to advance your sales opportunities?

Creativity is essential to your selling efforts and is an important skill for you to develop. Not everyone is born to be a creative genius, but you can begin cultivating your creativity by applying innovative and unique selling techniques you learn from others.

Here are three ideas to build your creativity:

1) Think outside the box. Explore a situation from many different angles. Be unconventional. Understand the limitations and the constraints you cannot change and identify what is possible, achievable, and ethical.

2) Be open to an iterative creative process. Applying a creative approach means you will need to test, adjust, rework, and reset your approach over time—possibly many times—and with relevant experiences.

3) Experiment. Try new ideas and apply them in different ways in the areas of prospecting, communications, leading a meeting, or conducting a presentation.

When brainstorming about the areas where creativity can be a powerful tool for you to use, consider the following: 

– Use props to serve as a visual reminder and concrete example of a business issue that leads to your solution that resolves the issue.  

– Make sure that your examples are relatable and show that you listened when the customer relayed their business issues.


– Find examples for something that will be memorable, so that example can be used further down the road, and so that your customer can repeat your example with their internal team. 

I’m DJ Sebastian, for more info on what it takes to become an Elite Seller, visit my website at thetechseller.com 

103 Perseverance


Do you have what it takes to overcome tough times during your selling career?


You are bound to experience trials that threaten your path to success. Enduring these trials will make you tougher, stronger, and more resilient. 

I have a framed quote in my office to illustrate the importance of perseverance. The quote is from Tommy Lasorda, championship manager of the Los Angeles Dodgers… he said:

“When things get tough, we like to refer to a little piece of paper that Dusty Baker [a star player] carries in his pocket. I’d like to share it with you—it’s from 

Romans 5:3–4. 

‘Tribulations bring about perseverance, 

and perseverance brings about proven character, 

and proven character brings about hope, 

and hope does not disappoint.’”

Like a roller coaster, the sales profession is full of ups and downs. You will experience good days as well as character-building days. But as Lasorda illustrated, adversity builds perseverance, and perseverance is a personal quality that separates Elite Sales Professionals from average performers. 

Perseverance includes three main attributes:

  1. Persistence: To press on in the face of challenges, disappointments, and failures. Sales opportunities often seem to be lost several times before you finally win. But you remain determined to continue, adjust your plan, and find a way to succeed.


  1. Grit: The mental toughness needed to win in a highly competitive market. You keep coming back with a strong belief that in the end you will achieve the desired result.


  1. Embrace the Grind: Nothing is given; everything is earned. After getting knocked down, you pull yourself back up, take a deep breath, and press on. You tackle difficulties head on with energy. Each day, you reflect on what you have learned and what you need to do to get better.

I’m DJ Sebastian, for more info on what it takes to become an Elite Seller, visit my website at thetechseller.com 

102 Industry Expertise

Industry Expertise

Do you understand your customer’s industry so you can be credible throughout your interactions?

Learn all you can about the industry (or industries) where your customers participate. While this might seem overwhelming at first, breaking it down into steps will help you advance to a point that your customers realize you have a good understanding of their industry and their business challenges. 

Why is this important? Understanding even the basics of an industry will help you develop rapport and lead your customer to believe that “you are one of us”.

Here are five ways that can help you progress toward becoming the “industry expert” your customers can rely on:

1) Find three primary challenges for each industry and detail how these challenges impact their business.

2) Get introduced to people in your network or in your company who already have the industry expertise you are seeking. Spend time with them to gain the level of knowledge that you can quickly use in your customer conversations.

3) Align your solution with industry business issues. Are you an exact fit? Do you have significant gaps in solving these issues? Be honest in your assessment so you won’t be disappointed later.

4) You should understand three key business issues that your customers in their industries have. Start out by being able to state three sentences for you to articulate about the customer and their place within the industry. 

5) Develop a list of questions where you can probe into details about business issues with your customer and launch meaningful conversations.

Developing a rudimentary level of industry knowledge will create an environment where your customer will be comfortable spending time with you.

… And you can leverage your knowledge to advance your sales opportunities. 

I’m DJ Sebastian, for more info on what it takes to become an Elite Seller, visit my website at thetechseller.com 

101 Passion


Are you passionate about your career in sales?

Mia Hamm, Olympic champion on the U.S. women’s soccer team, said this:

“If you don’t love what you do, you won’t do

it with much conviction or passion.”

It is impossible to reach an elite level in sales without a passion to overcome challenging roadblocks, to excel, and to win. Passion is the drive that fuels the fire within your being. It gives you the energy to press on and hurdle the obstacles that stand in your way.

Here are just some of the things you can do to fuel the fire of your passion to succeed:

1) Understand everything you can about how your solution benefits your customer and how you can effectively articulate the business value your customer will receive. Look for key areas where your solution does it better than your competition and be ready and able to articulate them.  

2) Study your competitors. How do they sell? How do they compete against you and others in the market? Study how you can differentiate yourself, your company, and your solution.

3) Show up prepared and outwork your competition. Hard work can overcome areas of inexperience and vulnerability. 

4) Learn something new every day. Take one hour every day to learn something new about your craft. It’s easy to get great information from successful sales leaders. Follow a few sales coaches and motivational speakers on social media and actively consume their information. 

5) Develop a winning mindset. Constantly emphasize to yourself that you, your company, and your solution are the best. If being the best is not central to your core beliefs, it will be very difficult to maintain the level of passion you need to sustain continued success. 

I’m DJ Sebastian, for more info on what it takes to become an Elite Seller, visit my website at thetechseller.com