Not sure what got into me…but during a sales call recently, I spouted, rambled, and opined. All to the detriment of the outcome. I was tedious for the listener. I lost the deal, but I hope you can learn something from it.

When communicating with another (as we do every hour in sales), the message received has little to do with what’s “intended” by the transmitter. And has more to do with how it’s heard and understood by the receiver.

The Advanced Seller (which, apparently I was not on that day) articulates the message in a manner consistent with how people take in information. There are three lessons in all of this.

1. Chunk.  If you have several points to make during the transaction, tell them that specifically. Say, “I’d like to go over three things (not ‘several’) with you today, first—, second,— and third.” Then get into the details of each. That way they know what’s coming and will already be taking mental action on your points. Communication is a path–you have to let them know they’re on a path. You do that by giving them the highlights first.

2. Introduce Outcome. (Stephen Covey says, “begin with the end in mind.”) At the beginning of a conversation in which you want some action at the end, you have to say, “after we’re done today, maybe we can explore how or if we should talk further. Does that sound appropriate?” The idea here is to tell the listener that we will have a specific outcome after this dialogue.

3. Finish With Future. At the end of the discussion complete the circle by saying, “what do you want to do next?” or “how would you like to proceed from here?” Have an action plan that you can both stick to. Never let things hang in la-la land.

By doing these three simple things, you’ll no longer be tedious, but will be efficiently articulate in how you communicate. And you prospect/customer will understand you better.

Be a student of exquisite communication. If you’re a manager, listen to your sales people as they talk to clients. Don’t hesitate to call them out (coach them). It will help them get better–and help your company generate income. Communication is the key. Use these three lessons as a forum to discuss their skills.