Labeling vs. Describing in Sales: Unveiling the True Meaning of Words

Tracie: 00:00:05

Hello, everyone, Tracie here, your resident business rebel, and

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you're listening to cocktails coffee

and conversations podcast, the show that

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lets true stories and insider secrets

of digital entrepreneur life unfold.

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Our business world is growing and as

an online business coach and digital

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product creator, I believe you didn't

become an entrepreneur to grin and

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bear your way through business.

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So I'll be your guide.

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Have intimate sit downs with online

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So pop in your earbuds, tap,

follow, and join me as I demystify

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this thing called business.

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Hello.

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Hello.

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Welcome to cocktails, coffee

and conversations podcast.

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Tracie here.

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And I'm coming at you a little hot with

today's topic and it's a coaching episode.

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That's been on repeat

for well, A few years.

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So I wanted to share it

on, in a more public venue.

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And this episode is going to

be a bit of a listen now and

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save for reference later type.

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Episode.

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I lovingly call this concept

labeling versus describing.

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And I unlovingly say, don't do

this when you're trying to sell.

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And

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this may end up being that little

something that makes you go, oh,

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that's, what's been bugging me.

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That's why I don't like a lot

of this sales messaging, things

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and stuff that goes out there.

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And it's the practice of getting

caught up on terms to the point

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of taking them at face value.

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Versus understanding the placeholder

purpose they're supposed to serve.

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So I'm going to dive into a

couple of them in this episode.

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But enough, you know, bashing around.

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Let's actually dig in to the topic

and let's start with the big two.

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Pain points.

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And objections.

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Oh, Words often heard batted around sales.

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Yeah.

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And with those words often

comes, let's call it advice.

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Like you must identify these.

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You must be ready to combat.

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Because apparently everything is

an analogy for battle in business.

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Um, yeah, that, that silence

was the sound of my eyes.

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Rolling.

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But you see there's a catch.

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And this is the part that

I want you to hold onto.

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Because those words.

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They're just labels.

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Okay.

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They are just shorthand to

succinctly capture all the details.

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That we do need to

include in our messaging.

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Yeah.

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They're supposed to serve the same

purpose as saying grocery list, instead of

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naming everything you're supposed to get.

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Or saying tech.

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Instead of each piece of equipment and

software used to run your business.

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And that's the problem.

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The shorthand that we use for

behind the scenes efficiency.

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Has become spotlight wording.

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On top of that, a lot of people

learn about sales from people who

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don't know and don't understand.

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That these words are

actually shorthand labels.

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So the true meaning gets lost.

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And it's never explained.

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That these words are, are just blanket.

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Concepts.

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And everything they actually mean.

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Or what you should be doing when you speak

about concepts like pain or objections

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just gets kind of wrapped up in.

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Negative connotations and the, those

feelings of, eh, That we think of

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whenever we think of sales, right.

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And we think of like pains and

objections and, and going to battle.

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And trying to fight for money.

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Right.

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And that just makes us like, oh,

can't we just do what we love

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and not have to do that part.

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When we truncate our communication.

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We lose the meaning of what we're

trying to say and what we want.

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Others to know.

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Right.

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So the by-product then is not

hitting our business goals.

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And most importantly, the humans

that we want to work with.

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Not seeing themselves in our message.

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So today I'm going to

reframe these two for you.

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Using their longer meanings.

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And share what you should be communicating

to describe what you're talking about.

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So people can see

themselves in your message.

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Now, these aren't the only two I'm

just picking on these because they're

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the ones that get that biggest

visceral reaction from people.

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Right.

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They're the ones that it's

like, oh, I hate this part.

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We go through many labels in like my group

coaching and in one-on-ones that I do.

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And, and group coaching is actually

open again, if you want in.

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But these two words are so common

and they get talked about so often.

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That I want to go deep on them

to demonstrate the actual intent.

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And what you can do about it.

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All right.

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Now, I'm going to make an assumption

that you remember your job is to show

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and demonstrate that you understand.

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Where the human you want to work

with this coming from and what's

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going on in their mind to prove

you've taken into consideration.

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If you're not quite sure how to do that.

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Let me know in the, ask me anything

box in the show notes, and I can

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unpack that in an episode as well.

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Okay.

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So there are humans you want

to work with in your business.

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To help them make the decision of yes.

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You know, you.

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You'll use your messaging in

all its forms to demonstrate you

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understand where they're coming from

and what's going on in their mind.

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So they can say, yes, I'm in

the right place or no, this

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isn't the right one for me.

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Sometimes you blatantly state.

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A type of pain or objection.

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But most of the time

you'll illustrate them.

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You will always include.

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These concepts in your message mapping.

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Because they will inform what you

say when you say it, how you say it.

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Oh, Wait, wait, wait, wait, wait.

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You might be going Tracie,

Tracie, I thought I was going

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to get out of doing this.

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I thought that was the whole

point was that I wasn't going to

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have to do these gross things.

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Uh, but my friend.

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The work is good.

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The connotation attached to the words.

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Is bad.

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Yeah.

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So we're going to understand the

work we're going to understand.

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Pain and objections, true purpose.

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So you can decide how to use the

concepts appropriately in your business.

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For the benefit of your audience.

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Yeah.

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So pain point.

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Is the short hand label.

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For your audience's current situation.

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That's it.

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Your audience's current situation.

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Wow.

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Right.

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Quite a different idea.

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Huh?

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So ask this question.

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What are they running toward or away from?

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Good bad or indifferent.

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People are searching for a

solution because they're heading

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somewhere or away from something.

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And research shows people

are quicker to move away.

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Then towards, so over time and

with the detachment that, you

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know, suppose it's sales gurus.

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I have from this original meeting.

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You know, from the actual

understanding of what a pain point is.

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More emphasis has been put on

the, on the literal painful

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part, right on the negative side.

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And that's what it has been leaned into

so much more because of that people think

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literal pain, what is making them cry.

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What's making them hurt.

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And that's when a lot of people

are like, that is so gross.

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I don't want that.

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But your audience decides

whether they are going towards

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something or away from something.

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It doesn't have to be.

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Something that is.

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Physically emotionally.

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Our mentally painful to be a pain point.

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When we realized that a pain

point is actually just your

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audience's current situation.

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So your audience gets to decide, which

carries the most weight for them.

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And even something that is painful.

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Even something they are running

away from, instead of something

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they're running towards can be

messaged in a positive frame.

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All right.

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So here are three things that

you can ask yourself, anytime

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that you want to go into.

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Are my humans running towards

something or away from something.

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What's the current physical, emotional,

or mental state that your audience.

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Is N.

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That your solution, meaning what

you're selling will help them with.

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What's going on in their world that

has an added this, this kind of urgent

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state of, oh, it's got to change.

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It needs to be fixed now.

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And what's going on in the world at large.

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So you can check your tone.

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Okay.

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So using the answers to these questions.

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It will inform your messaging.

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And we can first reflect back on.

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Where they're at, then make a

direct connection to how, what

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we provide gets them towards or

away from their current situation.

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Which is the same thing as when

you hear the words solving the

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problem or giving the desire.

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Okay.

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Connecting those dots.

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So from now on.

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Anytime you see or hear

the dreaded pain point.

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I want you instead to

see current situation.

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And you get to decide

what tone that takes.

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Right.

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Same thing with objections, objections

are all the ways and all the

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reasons people can say, no, thanks.

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And those reasons they're multilayered.

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They're not always about you.

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And they can be very diverse, which is

also why we pick the most common ones,

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meaning the ones that reoccur, right.

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That the, the themes that

we see over and over again.

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Okay.

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Because we also only want to pay

attention to the ones that will

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come up for the people who are the

right match for what we're selling.

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Because if what we're selling isn't right.

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For someone, we want them to

have enough information from us.

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And ideally insights into

themselves to say, no, thanks.

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So we don't pay attention to every

single objection in the world.

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Just the ones that if our ideal person.

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If someone who we know

would get an amazing result.

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With what we're selling.

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If they were to be in front of

us and say why they didn't buy.

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If our reaction was, oh,

if I would've known that.

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I could have fixed it.

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Okay.

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Those are the ones that

we want to address.

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That's what we want to think about.

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Oh, if I would've known

that was the issue.

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I could've fixed it.

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Addressing.

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Objections can be done.

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And a few different ways.

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We can demonstrate a way

through them ahead of time.

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Like showing what it's like to work

with you to work within your system.

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can talk about examples

of people who have had.

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Similar situations and.

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Step that's come up for them.

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And how did they work through it?

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What was their real world, real

life experience of being inside of

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your program of buying your product?

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Of working with your system.

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As well as.

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Like head on directly naming an

objection and calling it out.

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Okay.

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You may be thinking, how can I ever.

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Well with insert name, you can do this.

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So I really want you

to think of objections.

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As your human saying, I don't

have enough information yet.

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And this is what I'm worried about.

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All right.

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So it's not about validating,

you validating the other person.

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It's not any of those, you know,

kind of big, heavy things, or even

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the classic time money, et cetera.

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It's just more.

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They need more information.

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And they're looking to see how.

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What you're selling can fit into the

world that they currently have going on.

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And all of its beautiful chaos.

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And is that possible?

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And what are the reoccurring things that.

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Come across to you.

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That people say.

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That you hear that you think about that?

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You're like, oh my gosh.

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If I would've known that that

was what you were worried about.

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I could have said some that

I could have done something.

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I could've fixed it.

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Okay.

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And here's a little bonus tip.

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It's a bit next level, but it's also

a way to bring these two together.

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Right.

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And to talk about why.

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That, use These labels, you know,

the, the concept of pain-point

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the concept of objection.

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Why they are still

important for the business.

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Uh, top way to get through that,

but what about, and how can

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I, and will this work for me?

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To work through those it's

actually with your offer.

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Yup.

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Surprise your offer is supposed to be

created to directly address the concepts.

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Of pain points and objections.

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It's why top copywriters and sales

messaging experts will tell you that your

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product, you know, what you're selling.

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And your offer are actually different.

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So offer.

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Is another short hand label.

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Because it brings together the features

and inclusions of what you're selling.

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In relation to pain and objections.

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Okay.

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So that's three labels.

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That we have to go, okay, hang on.

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But let, let's pull these apart.

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What he's actually you're me.

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Right.

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But we use these to quickly

save these sentences.

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Yeah.

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So how you put all these pieces.

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Of what you're selling together

and what you include to address the

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needs, the desires, and present them.

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To the human that they're a match for.

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So they are so excited to say yes to.

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That's when you create an offer.

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Let's call that an offer with a capital O.

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Right.

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So this can include a bonus suite.

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You know, what you include that will give

them a win that will help them through

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a tricky spot of a digital product or a

coaching program like tech, like guest

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experts, a deep dive in a complex subject.

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Or it's something else that they

crave to create that irresistible?

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Yes.

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And a way they can believe

it will work for them.

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Yeah, that's compiling together

an offer with a capital O.

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Okay.

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And it's why I needed to include this

concept since it brings home the purpose.

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Of pain points and objections,

and it aligns them with matching

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humans to create impact and profit.

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All right.

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Because we don't have

to leave all of these.

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You know, sales concept

that had these gross stings.

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We don't have to leave them that way.

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We can reclaim their original

intent and we can reframe them.

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We can even create new

labels for them, right.

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If, if the shorthand and you

know, if the way that people

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have used them for so long, it's.

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It just feels almost too late.

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Then we can create new versions of them.

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That's okay.

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But I really wanted you to

understand this concept.

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And this idea that a lot of times.

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What we get caught up with?

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What, , catches us and

keeps us from really.

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Sharing and spreading.

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What we want to do and the impact

we're trying to create and the

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joy that we bring to the world.

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Is actually just someone's

misunderstanding of a concept

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and using a label when really

they need to be describing.

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At concept to its fullest.

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Yeah.

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And we don't have to

let that hold us back.

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Right.

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We can dig deep.

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We can, go back to its roots.

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We can figure out what it's

really supposed to mean.

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And we can either have them reject it.

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Or we can say, oh, okay, now I get it.

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And this is how I actually want

to bring this into my business for

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the betterment of myself and the

humans that I want to work with.

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All right.

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So I hope unraveling.

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These labels serves you well.

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I know, I'm just giving you some

like base information on these.

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if you'd like to go deeper, we do inside

of the signature sales style program.

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not for the sake of going to school.

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But so we can apply the strategies

and tactics in our business that

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make us proud and, you know, and move

the impact and the profit needle.

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And if you want to know more DM me

or, , visit the links in the show notes.

352

: 00:16:06

And as always until the next

episode, be well and have some fun.