Get To The Point – Bottom Line Up Front

Get To The Point – Bottom Line Up Front

I recently read a great article to help sales professionals remember to be direct and concise in their conversations and communications with their prospects and customers. The article is by my old friend, John Care, who has written a couple books that are the premier advice books in the pre-sales technical sales world. If you have the job of being the “smart person” on the sales call, then you need to read John’s books. If you regularly have technical experts on your sales calls, I highly advise you to purchase this book for each of your team members (links below).

John’s advice is to remember the acronym BLUF. BLUF is a military acronym for “Bottom Line Up Front.” The purpose is to place the most crucial piece of your communications at the start of any discussion. Visualize that as being on a cell-phone with only 15 seconds of battery time remaining. Why use BLUF instead of the usual corporate fluff? Because it gets your message across faster and saves everyone time.

Reverse the situation and think about all the times you have patiently waited for someone to get to the point. Remember that whenever you start with the background (“once upon a time”) and take minutes to get to the point, then busy people will just ignore you. By the time you get to the Very Important Point, you have lost their attention. The same principle applies to email. Any time I need to read the History of the Universe merely to find out what the sender wants me to do – I am far less likely to take action.

If you have read my book Eliminate Your Competition, then you know that I think using acronyms and acrostic devices are critical to helping our customers and prospects remember things. These tricks also work for us on the sales team. By remember BLUF, you will be more effective in your communication. You may purchase my book Eliminate Your Competition from your favorite book retailer. The ebook version is available at the most popular retailers such as Apple, Amazon, Barnes & Noble. The paperback version is also widely available at such retailers as Amazon, Barnes & Noble, and Books A Million.

Make sure you click through and read John’s full explanation of BLUF here. Also, don’t forget to purchase a copy of his excellent books for everyone on your technical team. These books really are the standard for pre-sales professional teams. Everyone that has that job should read John’s advice.


 

Header Photo by geralt (Pixabay)

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