In sales, first impressions are everything. You have about 7 seconds to either win the client’s attention or lose them completely. And sometimes, it’s not your pitch, not your price, not even your product that ruins the deal… it’s your language.
Let me paint the picture:
Imagine this. A young salesperson, Tinashe, wakes up fired-up, ties his tie like a champion, and starts cold-calling prospects. He dials one big potential client in Bulawayo and confidently says:
“Masikati akanaka, sekuru!”
But here’s the problem. The man on the other end is pure Ndebele. Doesn’t understand Shona. His face frowns instantly. The deal is dead before Tinashe even mentions the product.
That’s like going to propose to a lady and instead of saying, “I love you,” you shout “Ndokuda” to someone who only speaks French. By the time you pull out the ring, she’s already gone.
Here’s the truth:
In sales, language is currency. Speak the wrong one, and you’ll bankrupt the whole conversation.
So what’s the hack?
Start neutral. Always. Greet in English:
“Good afternoon Mr. John, my name is Jerry, calling from ABC. May I kindly have a minute of your time?”
If Mr. John then switches to Shona, Ndebele, French, or even Venda then you follow him there. Mirror the customer. Speak what they’re comfortable with.
Because sales is not about you sounding smart. It’s about the customer feeling comfortable.
Lessons for Salespeople:
- Don’t assume your customer’s language.
- English is the safe entry point.
- Once they switch, adapt to their world.
- Remember: selling is less about talking and more about connecting.
So next time you pick up that phone, remember the wrong language can be the wrong sale. Don’t be Tinashe, be smart.
By The Chartered Vendor
#SalesHumor #AfricanBusiness #CustomerService #Entrepreneurship #ConsultingLife
