Benchmark Business Group

Making Your Team Better

July 2, 2019

Every agency has its own language. Words and phrases that only you and your team use with each other; never outside the office or around a client.

This language develops and evolves over time. Your language might be shaped by professional experience, for instance you might choose to have your employees’ reference “our team” instead of “our staff” because it sounds friendlier.

Language might also be shaped by slang or informalities. You may ask your team to ask prospects for their “social” instead of “social security number,” because you’ve learned that clients don’t object as much when you use informal language.

Regardless of how your agency language evolved, there’s a way you speak and a reason for that language. It’s how you get certain results. It’s years of experience and hundreds of classes, seminars, and books that you’ve read.

Yet, we’ve discovered that many agencies keep the language a secret. New team members (or staff) are brought on and expected to learn the new language without much training. To listen and use the same words, without ever understanding the logic and heart behind why it’s used or what it means. It’s similar to never being taught the difference between there, their, and they’re.

Your language exists for a reason. It contains tips and techniques that you aren’t even aware exist, because you’ve been at this for a long time. Training new team members to use this language helps them adapt and achieve results faster.

Follow these tips to help train your team on understanding your language:

  • Create a glossary. Challenge your team to listen and document words that your agency uses when talking to clients and prospects. Write down explanations for any that you use with special meaning. And, be sure to include words that you do NOT want to use with clients as well.
  • Role Play. Take five minutes out of each team meeting to practice language. Provide a team member with a scenario such as a client question, a complaint, or even how to open a meeting with a new prospect. Then role play the scenario. This allows you to give your team instant feedback.
  • Provide training/tools for the entire team. In our Inspired Action Series, Service through Selling, we provide a tool for your agency to document questions and language to introduce cross-selling opportunities to your clients. We’ve found that not knowing WHAT to say is a common reason most service associates don’t cross-sell. When you train your team to have the same language, opportunities open.

Your team should benefit from your experience and knowledge. If you’re not teaching your team your language, there’s a good chance you’re leaving opportunities on the table. Imagine how well your team would operate if they were able to get the same results as you do, without waiting years to have the same experience.

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