Sales is a game of words and meanings; the words we use, how we communicate them, their interpretations by the receiver, directly impact the meaning others take away from our message. It all count in sales, and therefore has to be actively managed and results dealt with. This is why language is an important aspect of sales; further, a key attribute of a solid sales culture is a "common language." The key in sales is that the communications have to align with actions.
It is no surprise that people often hide behind words, or get very different results than they set out to achieve, based on what and how they communicate, then act. Case in point is how some in sales the words: Implementation and Execution.
By Tibor Shanto