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This week I've been listening to tapes of calls made by one of my clients' sales representatives. Listening to these calls has made me think about words and how sales professionals use words: To describe a product or service, to move the sales process forward, to close the sale...
Sometimes the right word (or the wrong word) can totally make (or break) your sale. Here are some words and phrases to use and some words and phrases to avoid.
Once you're ready to close the sale, mention your 'letter of 'agreement' or simply your 'agreement.' Avoid the word 'contract.' That word conjures up pictures of long, complicated, difficult paperwork, haggling attorneys and more expense. An 'agreement' is so much easier.
And speaking of 'easy:' Always use 'easy.' Never, ever say that your product or service is 'difficult,' even if it is. In that case you can say, 'We'll make it easy for you.'
The same thing goes for the word 'simple.' Use it. Always avoid the words 'difficult' or 'hard.' Nobody wants to buy products or services that are difficult or hard.
Don't ever tell a prospect that you will 'try' to do something for them. Tell them that you 'will.' Who would you rather buy from: Some one who 'tries' or someone who comes through?
When asking your open-ended questions, simply ask: Who, how, what and why. Do not say: 'May I ask you a question?' This question gives up your control of the conversation. With this question you are asking permission. You don't need permission to ask questions.
If a prospect asks you a question and you are unclear as to the answer, it is perfectly acceptable to say, 'I'll find out.' It's bad form to say, 'I really am not sure.'
If you hear a complaint from a prospect or customer (even if the complaint has nothing to do with you) say, 'I'm sorry to hear that' or 'I'm sorry that you had that experience.' Do not say, 'I can't believe that!'
Talk to your prospect about 'owning' your product. The word 'own' will help your prospect visualize herself with your product and using your product. 'Own' can be an emotional word, as in 'the pride of ownership.' You want your prospect to tap into that feeling. Conversely, avoid the word 'buy.'
You can also use the word 'invest' in place of the word 'buy.' For example: 'When you invest in __________.' Use the word 'investment' instead of 'price.' Another example: Rather than saying, 'The price is ___,' say, 'Your investment will be_____.' This phrasing helps prospects see the value of your offering.
While there may certainly be individual cases where the above rules do not apply, paying attention to and being conscious of your choice of words will only strengthen your sales process. Your words are the building blocks that you use to motivate and persuade. Make sure they are the best words that you have at your disposal!
Get a Free Special Report, "Getting in the Door: How to Write an Effective Cold Calling Script," at http://www.wendyweiss.com. Wendy Weiss, "The Queen of Cold Calling," is a sales trainer, author and sales coach. Contact her at [email protected].
You can also tune into Wendy's next TSE Masterclass:
Cold Calling in the 21st Century: The New Rules - Thursday June 18th 2009 1.00 PM EASTERN
Unless you are a TSE VIP Member, this Masterclass costs $59.50, however, I have just 50 FREE places to give away, but hurry as we are limited to 1000 attendees - Register here
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Today's News: Over at Salesopedia, Clayton Shold is in conversation with Patricia Fripp:
"Patricia Fripp is on leading expert on communications. She helps sales professionals improve how they speak. In this podcast you will hear the biggest communications mistake sales people and how you can avoid it. You will discover the one word even Barack Obama uses that can kill your sales opportunity. You will hear tips on how to be more persuasive and finally the one thing you must do to improve your sales presentations." Just click on the banner below to listen in.
Over at the JF Consultancy, we have added the updated Resource Center, with a huge amount of free articles and "how to guides". We have also opened the JF Store and we will be stocking the shelves over the next few days - do have a wander!
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