How It Can Cost You the Sale
In Singapore’s CGI creative services industry, clients often approach us with a basic idea of what they need but may not fully grasp the value or specifics of CGI. As a CGI professional, it’s tempting to explain either our technical expertise or creative process to bridge that gap. Often, we overdo it. Talking too much—whether about technical details or creative visions—can backfire and cost us the sale. Here’s how excessive talking can hurt our chances and what we’ve learned to do instead: Talk Less, Sell More.
The Dangers of Talking Too Much (Storytime!)
A few months ago, I joined a sales call with a prospective client who was considering our CGI services for a high-profile commercial. The client—a marketing manager from a well-known brand—seemed curious but cautious. The call started smoothly; we introduced ourselves and asked about their goals. They quickly asked about the timeline and what they’d receive at the first milestone. I answered briefly, listing the deliverables for the conceptualization phase, and then offered to walk them through our general process. They agreed and mentioned concerns about not having enough time to get stakeholder approvals. So, I spent a couple of minutes outlining our 6-week timeline, brought attention to the days allocated for them to gather feedback.
Then, my colleague jumped in with a lengthy, multi-scenario explanation of what could happen at each phase, the purpose of each phase, and throwing in half-formed creative examples that were confusing even to me. Maybe he was eager to impress, or perhaps he misapplied the sales advice of painting the picture of “a desired future state.” Or, he simply didn’t read the room. I didn’t know what it was, but the blabbering went on.
I could see the client’s enthusiasm fade. She started glancing at her watch, shifting in her chair, and exchanging uncomfortable looks with her co-worker. The more he talked, the more withdrawn she became. It was clear she already believed we had a robust creative process. What she really needed to know was, “Will there be enough lead time for stakeholder feedback?”
Finally, she interrupted with another straightforward question about deliverables and timelines. We were likely perceived as poor listeners, but our producer helped to guide the conversation. We managed to pivot and address her concerns more directly eventually. The conversation turned around, and she began to re-engage. It was a close call, and it taught me a crucial lesson. In sales, it’s not about how much you say, but how well you address what the client truly cares about.
Surely it isn’t that bad?
Distrust and Disengagement
Clients in Singapore often need reassurance that you understand their needs. Regardless if they’re exploring CGI for the first time or are seasoned producers managing tight budgets. When you talk too much, you risk alienating them and losing their trust.
I’ve been in too many sales calls where people start to overcompensate, sharing every detail they think might impress. Meanwhile, I can see the agony on the clients’ faces — they fidget, look at their phones, exchange glances of disbelief with their co-workers while they wait impatiently (still politely) for the speaker to stop rambling.
Over-talking…
- Creates Distrust or Discomfort: Clients who reach out are usually already convinced by your past work and don’t need a lengthy pitch. I’ve seen too many sales calls where people overcompensate, sharing every detail to impress, while clients fidget, check their phones, and exchange looks of disbelief, just waiting for the speaker to stop. Overloading them with jargon or creative talk can overwhelm and create skepticism. When you keep explaining to a client who already trusts you, it can backfire, making you seem like a poor listener more interested in showing off than solving their problem.
- Causes Disengagement: In a briefing session, there are different profiles of people with differing responsibilities and concerns. Project managers, unlike creatives, on the client side often seek straightforward answers, like deliverables at each milestone or expected timelines. If you focus too much on creative inspirations or complex technical details, they may feel you’re not addressing their immediate concerns. This leads them to lose interest or confidence in your ability to answer a simple question, and by extension deliver what they need.
What then, am I supposed to keep quiet?
Nope! Of course, you should take the lead in the conversation (not a monologue!), ask questions to sieve out their goals and concerns and explain your processes when prompted, but remember it’s not about showcasing your charisma or speaking skills. It’s not about how accurate, interesting, or even useful your information is to you. What truly matters is whether it’s useful to the client.
Clarity of Message
Clear concise communication is critical to winning the client’s trust.
- Excessive Talking Reduces Clarity and Focus: Explaining your creative philosophy or diving deep into your technical process can dilute your core message. For example, when a producer asks, “What will we receive at this milestone?” they don’t need a lecture on your workflow or artistic vision—they need a concise answer that directly addresses their concerns.
The Wrong Person
While selling a dream or a vision is essential, it’s crucial to know who you’re speaking to.
- Talking to the Wrong Person: If you’re pitching ambitious ideas to a lower-level manager who is simply tasked with gathering details for the brief, you’re likely wasting your efforts (and their time). Instead of inspiring them, you might leave them feeling confused or overwhelmed, as they aren’t the decision-maker who will appreciate or approve big ideas. Knowing your audience ensures your message reaches the right ears — the ones that matter.
Missed Opportunities to Understand and Close
To succeed in sales, especially in a market like Singapore’s, where clients may not be fully aware of CGI’s value, listening is more critical than speaking. Talking too much can make you miss key opportunities to connect and close the deal.
- Fail to Understand the Prospect’s Needs: If you dominate the conversation with lengthy descriptions of creative concepts or technical processes, you miss the opportunity to listen and understand the client’s specific needs. Instead, ask questions to uncover their thoughts and concerns. Often, clients may struggle to articulate their questions correctly because they’re not familiar with the terminology, and it’s our job to provide assurance by listening carefully to their true concerns. If a question seems unclear, seek clarification before launching into an explanation. It’s far better to address the real question than risk being seen as a poor listener.
- Miss Buying Signals: Clients often give subtle cues indicating their readiness to proceed, such as questions about costs, deadlines, or specific deliverables. If you’re too busy explaining every detail of your creative approach or technical capabilities, you might miss these signals and fail to close the sale when the opportunity is right there.
The Right Balance of Talking and Listening
In the CGI creative industry, it’s essential to balance sharing your expertise with actively engaging with your client. Start by asking guiding questions that help clients clarify their vision and listen carefully to understand their needs.
If you tend to ramble, break your information into bite-sized pieces and pay attention to their expressions as you speak. If you’re not skilled at reading subtle cues or body language, make it a habit to check in regularly. Ensure they’re following along.
Remember that clients often reach out because they have a gut feeling they need CGI services. Even if they’re uncertain about the return on their investment. Our job is to help them see the value of the work. Not to overwhelm them with details that may not concern them at that point. By communicating clearly and focusing on their concerns, you build trust and create a positive sales experience. That leads to closing more deals and long-term relationships.
Ultimately, in creative sales, it’s not about how much you say, but about addressing what truly matters to the client.
