Did you ever notice that when you’re talking to specific customers, that it seems like you’re speaking a different language to them? Their eyes glaze over, and they try to act polite by nodding their head. But deep down, you know that it isn’t going to end well and the sale won’t happen. How awkward and clumsy did you feel.

The business lesson for today comes out of a letter from Paul to the believers in Corinth.

6 Now, brothers and sisters, if I come to you and speak in tongues, what good will I be to you, unless I bring you some revelation or knowledge or prophecy or word of instruction?

9 So it is with you. Unless you speak intelligible words with your tongue, how will anyone know what you are saying? You will just be speaking into the air. 1 Corinthians 14:6,9 (NIV)

There are two things to note in this scripture. The first comes from verse nine, where it says to speak with intelligible words with your tongue.

Essentially, you want to speak to the prospect in the words in a specific language that they want to hear.

From this, we learn that it become essential that you classify customers and prospects, so you can speak the language they want to hear. Not only their physical language (English, Spanish, German, etc), but also the language of their personality type.

I find that there are four personality types that you have to be aware of, which you can learn more about in my previous posts, such as this on on “Why People Don’t Buy Things” 

What Do People Want To Hear?

The second idea that comes out of this passage of scripture is that people really want to hear about some:

  • Revelation
  • New knowledge
  • Prophecy
  • Word of instruction

Those are the four valuable things to people, and cause them to tune in to what you are saying.

For starters, you should always be able to give at least two of these desired things when you are talking to your prospects. You should be able to give them new knowledge and a word of instruction.

That is exactly what I’m doing today in this article. I’m giving you a word of instruction. And it is also possible that this could be a bit of new knowledge to you too.

The other two items might be harder for you to speak to your prospects and customers. But they are really what they want to hear, and what they will pay money for.


Speaking prophecy can be done if you really know your customer deeply. If you know their personality traits, you can give them a pretty good idea of what their future will look like. Personality traits drive behavior. So if you seen their previous behavior, then you can somewhat predict what they’ll do in the future. That really isn’t mystical stuff. That’s common sense.

The value of this, is that you can take biblical principles and match them with their personality type. The two together will allow you to predict what outcomes people will experience if they continue on the current path they are on. The wisdom found in the book of Proverbs is a really easy place to start. For example, I find I’m uttering this prophecy under my breath a dozen times, just in my drive to work every morning…

An evil man is bent only on rebellion; a merciless official will be sent against him. Proverbs 17:11 (NIV)


A revelation is a divine inspiration from God. It seems almost magical when they come to you. It is often feels like a giant AHA-moment in your life.

When you deal with prospects and customers (or anyone else), they really want to have that AHA moment in their life. They are rare, and they are often game-changers. I find that they are the motivation that gets me off one path, and onto another. They want that experience too.

I’ve been having a number of revelations come to me in the past few weeks. They seem to occur when I’m honestly and earnestly trying to help other people. I think that they are a reward from God for doing things that help others. Most of the revelations seem to be just for me. But some I have been sharing on my other web site called customerSecrets.com.

To conclude today, I just wanted to say that the more important of the two is that you need to speak in the language of your customer. Until you do that, sharing knowledge, words of instruction, prophecy, or revelations is going to cause the listener to get glazed eyes. As I said before, when that happens you’ll feel a bit clumsy and awkward. So invest some time in learning the customer’s language today. My word of prophecy to you: it will be well worth that investment.



Scripture taken from the HOLY BIBLE, NEW INTERNATIONAL VERSION®. Copyright © 1973, 1978, 1984 Biblica. Used by permission of Zondervan. All rights reserved.

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