Glossary
Definition: You-Focus means consistently formulating all communication from the customer's perspective – linguistically, in terms of content and emotionally. Instead of “we, our, I,” the ‘you’ (or “you”) dominates: What specific benefits does the customer experience? You-Focus shifts the spotlight away from the product and onto the personal gain of the other party.
Techniques:
“You language” instead of “we language”: “You save $1,000 a year” sounds stronger than “We offer $1,000 in savings.”
Translating benefits: Immediately convert every feature into a customer benefit (“24/7 support” → “You can also reach us on Saturday evening if there's an emergency”).
Question embedding: Combine statements with a direct question to mentally engage the customer: “How helpful would it be for you if...?”
Story in the second person: Tell success stories in such a way that the listener can relate to them (“Imagine you're sitting back because...”).
Best practice observation: Analyses of top sales pitches show that top salespeople use up to 70% “you” formulations in the first 90 seconds, while average salespeople predominantly talk about “our product.” With high you density, the customer subconsciously feels valued and listens longer.
Non-intuitive insight: The biggest lever is often not new arguments, but a simple pronoun change. Try it out in your next Fioro simulation: Rewrite your existing pitch script, replace every “we” with an honest “you,” and observe how the virtual customer suddenly reveals more details. Language directs attention—those who constantly focus the spotlight on their conversation partner generate resonance and thus subtly move closer to closing the deal. You first = Deal first.