Capture exact language: never translate what the homeowner told you into salesperson language.
The definition
Capture exact language: never translate what the homeowner told you into salesperson language. The homeowner gives you their words — their concern, in their phrasing — and translating it into rep-speak throws away the most powerful version of the information.
Later, you connect your solution directly back to what they told you mattered, in the words they used. Their language is their buying motive at full strength; your summary of it never is.
“I'm sick of putting Band-Aids on this roof.”
Where it lives: Step 3 — Probing & Layering
Knowing what capture exact language means is step one. Running it live, at a kitchen table, against a homeowner who pushes back — that's the training. Spar grades you on the system in every round — $29/month. Spar before you knock.