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Sales Skills / Hear What They Really Mean / Lesson 25
LESSON 25 · HEAR WHAT THEY REALLY MEAN

Use Their Words in Your Proposal

Practical ways to use their words in your proposal, so it reads like a mirror of their needs.

Your proposal should sound like them. Lead with their language.

10 tipsEasy things to say7-day plan
Start with tip 1
Jump to the 7-day plan

10 tips that really help

These ideas come from Never Split the Difference (Chris Voss), You’re Not Listening (Kate Murphy), The Lost Art of Listening (Michael Nichols), and everyday practice. The first six help the most. Pick one and try it today.

Photo for the tip: Their words build trust
TIP 1

Their words build trust

A proposal that echoes the customer’s language feels written for them, not copied from a template.

TRY THIS
Start with their phrases.
Photo for the tip: Open with their goal in their words
TIP 2

Open with their goal in their words

Restating their aim at the top shows you listened and sets the stage for agreement.

TRY THIS
Use a short quote.
Photo for the tip: Order the proposal by their priorities
TIP 3

Order the proposal by their priorities

Placing what matters most first proves you understood the ranking they gave you.

TRY THIS
Rank the sections.
Photo for the tip: Use their terms for problems
TIP 4

Use their terms for problems

Avoid jargon they never used, because unfamiliar words create distance.

TRY THIS
Check your vocabulary.
Photo for the tip: Include short direct quotes
TIP 5

Include short direct quotes

A well-chosen quote reminds them of their own reasoning and makes the document feel personal.

TRY THIS
Ask permission first.
Photo for the tip: Describe success as they defined it
TIP 6

Describe success as they defined it

Use their measures of a good result instead of inventing your own.

TRY THIS
Be exact.
Photo for the tip: Do not rename their concerns
TIP 7

Do not rename their concerns

Changing their words into your own labels can make them feel unheard.

TRY THIS
Stay faithful.
Photo for the tip: Add a one-page summary of what you heard
TIP 8

Add a one-page summary of what you heard

A recap of their needs at the start invites correction and builds confidence.

TRY THIS
Offer it for review.
Photo for the tip: Match their level of formality
TIP 9

Match their level of formality

If they write casually, a warm plain style fits better than stiff corporate language.

TRY THIS
Adapt your tone.
Photo for the tip: Check the draft with them before sending
TIP 10

Check the draft with them before sending

A quick preview ensures accuracy and shows respect for their input.

TRY THIS
Share the outline first.

Easy things to say

When you are stuck, pick one of these. They work in many sales conversations.

OPEN

“You told me, “We need a clearer picture.””

LINK

“This plan gives you exactly that.”

GOAL

“Your goal is faster onboarding.”

PROOF

“Here is how similar teams did it.”

ASK

“Does this match what you need?”

NEXT

“Shall we agree the next step?”

Your first week

One small action a day. Each day is only a little bigger than the last.

DAY 1
Collect their phrases
DAY 2
Write the summary in their words
DAY 3
Put their goal first
DAY 4
Mirror their priorities in order
DAY 5
Use their metrics
DAY 6
Ask for feedback
DAY 7
Update the proposal

Further reading

  • Never Split the Difference (Chris Voss)
  • You’re Not Listening (Kate Murphy)
  • The Lost Art of Listening (Michael Nichols)

The tips above are written in our own words and are general guidance. The books are suggestions for further reading.

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Next lesson: Clear Up Confusion Kindly →

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These lessons share general learning and everyday ideas. They are not medical or mental health advice. If you feel very anxious, low or unwell, please talk to a doctor or a qualified professional.

More lessons in “Hear What They Really Mean”

Keep going. Small steps every day make a big change.

← Previous: Write Down Their Exact PhrasesNext: Clear Up Confusion Kindly →

  1. Why Listening Sells More Than Talking
  2. Give Full Attention, Every Time
  3. Put Your Phone Away
  4. Stop Planning Your Reply
  5. Let Them Finish
  6. Listen for the Feeling Underneath
  7. Make Silence Work for You
  8. Label the Emotion: "It Sounds Like..."
  9. Mirror Their Last Words
  10. Say "That Seems Hard" and Mean It
  11. Use a Calm, Slow Voice
  12. Say "How Am I Supposed to Do That?"
  13. Get to "That Is Right"
  14. Why Empathy Is Not Weakness
  15. Tone Tells More Than Words
  16. Watch for Hesitation
  17. What a Long Pause Means
  18. Spot Buying Signals
  19. Spot Warning Signs Early
  20. Ask the Question Behind the Question
  21. Notice What They Keep Repeating
  22. Summarise in Your Own Words
  23. Ask "Did I Get That Right?"
  24. Write Down Their Exact Phrases
  25. Use Their Words in Your Proposal
  26. Clear Up Confusion Kindly
  27. Confirm Priorities Before Moving On
  28. Ask "What Else?" One More Time
  29. Let an Angry Customer Vent
  30. Stay Calm When They Attack
  31. Acknowledge Before You Answer
  32. Handle Interruptions Gracefully
  33. Listen to a Rambler Without Getting Lost
  34. When the Customer Is Quiet
  35. Practise With Friends and Family
  36. Record and Review a Call
  37. Count Your Talk Time
  38. The One-Question-Per-Topic Rule
  39. Take Better Notes
  40. Become the Best Listener in the Room
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