The Language of Service and Sales

When you think of the language of sales, you most likely think of scripting or words that you use. While these are very important tools to help you learn, the language of sales is more about what isn’t said than the words that are used. On this week’s podcast, Chris Elmore & Chris Loudermilk discuss principles of the language of sales and service.

Identify and Adapt with DISC Profiles

The first step in communication is to learn how someone likes to give and receive information. This is primarily indicated by their DISC profile. If you can communicate with them in the way they like, the customer will be more interested and engaged in what you have to say. You must know your profile in order to adapt to theirs.

Non-Verbal Communication

The things that aren’t said are very important. You need to learn to read the customer’s body language and understand your own. A lot can be communicated by a look or how someone is standing.

Demeanor, Pace, Conversation

Demeanor, pace, and conversation are all non-verbal. You can use these non-verbal cues to identify the customer’s profile. It is important to know the demeanor, pace, and conversation of the four DISC profiles and adapt.

Prescription Pyramid

You must understand the steps and tools in helping you raise awareness of an issue, stimulate the issue, and create a desire to eliminate the issue. You must effectively communicate before you can provide solutions and ask for the work.


Just like translating from English to Spanish, you must know how to translate your technical knowledge to “customer language”. The language of service and sales – outlines in the principles above – will help you translate.

The language of service and sales will help you translate your knowledge into a language the customer can more easily understand and help you help the customer get more done.

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