This episode continues our discussion about going past the sale. Cheryl, John and Aaron join Chris Do and discuss why some people feel compelled to talk more than they need to.

When you’re speaking with a prospect and trying to sell something, there are two things we can assume. One: they have more money than you. Two: they don’t have a whole lot of time.

Before they decide to work with you, they want to know a few things about you and your capabilities. You will also want to ask them questions about their goals and expectations. Knowing that the prospect doesn’t have a whole lot of time though, how do you make sure you say everything you need to say to land the sale, without saying too much?

In sales conversations, being conscientious of the prospect’s time is key. Brevity is a skill, and even a tool, you can adopt to say exactly what needs to be said, without going overboard. You can be concise and clear, and respectful of the prospect’s time.

Does being concise with your speaking mean you spare details and key information? No. Simple is better. There is a way to get everything across, without making your prospect feel like they’re catching a live preview of your next TED talk.

Here’s the honest truth: you’re not that interesting. You’re there, in the conversation, to serve the client. So when they have a question for you, just get straight to the answer. Be clear. Be honest. But don’t overstep the time limit—it can impact the rest of the conversation.

Your desire to explain supersedes the other person’s interest. You will always feel the need or desire to impress people. Leave that for the deliverable, when you show the client what you’ve produced for them. When it comes to the sale, it’s all about brevity.