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More Sales Through Clarity

Review of "10 Simple Secrets of the World's Greatest Business Communicators"

June 6, 2005


photo of Paula Parisot
Paula Parisot

review and buy 10 Simple Secrets of the World's Greatest Business Communicators

"Clarity" and "brevity" are just two of the secrets that can help increase sales and lead to business success, according to a new book that lends advice from some of today's most successful and influential business leaders.

Carmine Gallo, corporate presentation coach and media journalist, tells readers to "lose the jargon or lose the audience," in his book 10 Simple Secrets of the World's Greatest Business Communicators. Gallo explains that the best business people in today's society understand that effective communication begins with clarity.

"Whether you are talking to your boss, a prospect, or colleagues, your listeners want to easily grasp the message behind your service, product, company, or cause," he says. "They want it clear and they want it fast."

Industry jargon is necessary for those who are in the business to quickly and efficiently get the point across to a colleague, but for the prospective client -- these are words that are not easily understood.

For example, in the mortgage industry there is a tendency to use terms such as 'ARMs', 'balloon notes' and 'quarter point' even though many clients might not understand them. Such terms need to be clearly and succinctly explained or the client might just nod their head and go along with the presentation even though they are confused.

Brevity, another simple secret revealed in the book, keeps prospective clients from getting lost down that road of confusion or worse yet -- bored. Gallo says today's fast-paced world has become a sound-bite society. "Great communicators not only recognize that audiences expect brevity, they use it to their advantage," he explains. "They keep everything short -- they give fifteen-second answers to questions and keep presentations or speeches to no more than twenty minutes."

Research indicates that listeners retain up to 90 percent of what is heard in a 20-minute block, the book says. Gallo asked Martin Gageen, executive director for 3i how long it would take to capture his attention during a presentation. Gageen who said he has seen thousands of presentations in his 25 years in the venture capital business explained, "I will know in the first five to ten minutes…But fifteen minutes should be all it takes to tell me what you're going to tell me."

Paula Parisot is a MortgageDaily.com feature reporter and a blogger at CloserBlog.com who has also worked in the mortgage industry.

Email Paula at: [email protected]

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