Beware: Your "You"s can Backfire

Be careful when you're using the "You" language 🚨

Ssales and marketing people are trained to ditch the "I"s and "We"s and use more "You"s because it draws attention, increases relevance, and makes readers feel like someone is speaking directly to them. 

This works well in prospecting and marketing campaigns. 

However, drawing attention isn’t necessary during sales calls where people are already engaged.

The popular opinion is that you have to make it all about your prospect throughout the sales call. 

But not quite literally.

Let me explain with an example.

While discussing opps in the pipeline, my colleague was particularly excited about a deal and mentioned that she felt it was her best sales call. 

She said that throughout the call she focused on the customer and made it about them.

Next week, the deal flaked. The prospect mentioned they decided to stick with their current vendor.

She was upset and asked me to review the call.

It was a great call. She made it all about the prospect, using the "You" language throughout.

The only problem? She overused the "You."

Phrases like, "So you didn't get the expected results?" "Why did you choose them in the first place?" "Do you think you can do better?" "You can use this... to get this," etc.

These might look like impact questions or GAP questions. But the hidden problem with overusing "You" is that it can also suggest responsibility and blame.

It's better to opt for a neutral, passive voice in these cases. Overusing "You" might make the prospect feel blamed for their past choices or induce self-doubt. 

Like with my colleague's deal, the prospect might not want to feel accused of a decision gone wrong or fear being fired for a decision that might go wrong now.

Beware of the "You"s in your conversations. 

It might make or break a deal.