Don’t let bad communication skills kill a potential sale. An article author Alan Weiss, Ph.D. discusses how despite one’s intelligence, people sometimes say things that are just plain dumb. “Since when has ‘I misspoke’ become a verb form,” he writes, noting the numerous cases of high-profile individuals have committed verbal gaffes. In the case of sales, the old foot-in-mouth mistake may end up costing money in the form of lost business.

While his article is full of great techniques to improve communication skills, I’d like to highlight one part in particular. Weiss writes that there are three elements of language that everyone should consider before speaking, especially in situations that involve question-and-answer sessions:

1. Accuracy: Choose words that convey your true meaning. Don’t use “some” if “three” is what you mean, and don’t use “probable” if you mean “possible.”
2. Context: What makes sense where you are at the moment? You might say “the customer is not always right,” but I wouldn’t recommend saying “those pests of customers” in a business that deals with the public daily.
3. Power: If you want to spur someone to action, don’t underwhelm them with, “We find this to be a generally effective and desirable course of action.” Provoke them with, “Our most successful clients have done this to accelerate growth and profit consistently.”

By considering these elements, you are “engaging your brain,” which allows for contemplation, rather than quick outburst responses. To learn more about improving communication, click here.