“The Jelly Effect: How to Make Your Communication Stick” is a book written by Andy Bounds. The book provides practical tips and techniques to help individuals communicate more effectively in their personal and professional lives.
Why ‘the Jelly Effect’?
Business people say too much irrelevant stuff all the time, every day, to every type of person. Think about it. It’s true. Do any of these (totally irrelevant to you) things sound familiar?
• Presentations that begin with the presenting company’s year of formation, number of offices and staffing levels;
• Networking conversations that include a lengthy description of the other person’s company, their product range, infrastructure and history; or
• Sales pitches that give a full, excruciatingly detailed description of how the product works (much of which you just don’t need or even want to know).
The five rules
The five rules of communication are as follows:
- Context first. Always understand the context of the conversation and what the other person is looking for.
- Frame of the other person. Put yourself in the other person’s shoes and understand their perspective.
- Thoroughness is key. Don’t leave any important information out, but also don’t overwhelm the other person with too much detail.
- Extra info? Only provide additional information if it is asked for or if it is essential to the conversation.
- Required info only. Only share information that is relevant to the conversation and that the other person needs to know.
AFTERS-based selling
The simple way to remember these rules is by using the acronym AFTER.
AFTERs-based selling is answering the question: What are the benefits the customer will receive after they purchase a product or service?
The ABC method is a great way to use your AFTERs to sell more.
- Afters – Establish what the customer wants.
- Be certain – State with certainty that you can provide those benefits.
- Convincing – Prove that you can deliver those benefits.
Don’t waste yours and others time
When you speak without purpose, you are wasting your time and resources. You are also making the other person feel like they are not being heard. This can be frustrating and can lead to them not wanting to work with you.
If you want to be more effective, it is important to be clear and concise in your communication. Only say what is relevant to your audience, and avoid using jargon or unnecessary words. This will help you build trust and rapport, and it will also make it more likely that the other person will take your ideas seriously.
Effective communication
Here are some tips for being more effective in your communication:
- Know your audience. What do they need to know? What are they interested in?
- Be clear and concise. Use simple language and avoid jargon.
- Be specific. Give examples and provide evidence to support your claims.
- Be organized. Have a clear structure to your argument.
- Be respectful. Even if you disagree with the other person, be polite and respectful.
By following these tips, you can be more effective in your communication and achieve your goals.
