Getting to Yes with Assumptive Language

February 4, 2020
dabbing sales person in blue shirt

Today is your lucky day! 

I’m being serious here. You’re going to be grateful that you found this article because I’m going to share one of the most effective techniques for closing more sales.

Learning to use assumptive language to move your sales conversations forward.

This assumptive strategy works on two levels:

  1. By using this kind of language in talking to prospects you’ll become more confident, and
  2. Using assumptive language helps your prospects forward in their decision-making process, without lingering on irrational objections.

What is Assumptive Language in Sales

Lets quickly learn how this tactic works and then get to some concrete examples.

When writing a sales script using the ‘assumptive’ approach we intentionally trying to drop subjective words, like: ‘if,’ ‘were,’ ‘would,’ ‘could.’ Instead, we replace them with active words, like: ‘when,’ ‘where,’ and ‘will.’ 

Our mind-set and script should look more like a step-by-step checklist. And this step-by-step script, which always assumes we are moving forward, should guide your prospect quickly through the decision and buying process.

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Examples of Assumptive Language Sales Scripts

Let’s look at a few examples of assumptive language in action.

“Let’s move forward.”

This phrase encourages the prospect to work with you to finish the transaction. It feels collaborative and at the same time considerate of their time.

“What’s the next step?” and “When should we start?”

These related questions assume that there must be the next step, and encourages the customer to make a progressive decision.

“Where should I send this contract?” and “Would you prefer to pay by credit card, cash, or check?”

These are powerful ‘trial closes’  that assume simple pertinent facts: 1. the contract is ready to be signed, and 2. the product, loan, or policy is purchased.

“That takes care of _____ now let’s take a look at _____?” and “This covers _____. Have you also considered _____?”

Tie with a shirt? Rims with a car? Mixing-and-matching, bundling, and packaging related products, if done in an enjoyable and engaging way, can feel like a strong value proposition and convenience for new prospects and existing clients.

“This has been a very popular product; however, a lot of clients are now requesting…”

In other words, what you think you need or want is not ideal for your situation, but the alternative is proofed and popular with others. People always like to follow the trend and mix in with the herd. There is security and confidence when they hear these kinds of facts. It also takes on the air of a consultative sale – guiding them with expertise and experience to the right product.

“What other products have you considered?”

This simple question can garner valuable information about competitors they may be considering or quotes they may be shopping. 

This is a great way to tease out the competition and kill their pitches by highlighting the strengths you have over them. Always keep it positive and focus on your strengths, not picking on them.

“What questions do you have?” 

This is one of my all-time favorite open-ended questions. This simple question gives your prospect a sense of control and compels them to ponder your pitch and consider its benefits to their personal situation.

“What motivated you to call/inquiry about _____ ?”

An invaluable sales tip, this question makes a customer recall the original reason why he or she chose the product.

Why Assumptive Sales Language is So Powerful

Sales scripts are critical tools in crafting your discussions with prospects. Practicing these scripts over and over again will make your sales conversations more efficient and effective for you and your prospects. 

However, because these scripts are often written in a quiet room without distractions and objections we often write them with the most idyllic context. We craft and use language that assumes the prospect knows exactly what they want and is motivated to move through the process quickly. 

This is rarely the case.

That’s where writing your sales scripts to include assumptive language – that sale is assured – will help condition you to be a more active guide, moving them towards the right product as efficiently as possible.

Bonus Tip: We all talk too much. Let your prospects talk themselves into the deal. One of my favorite things to remember when I’m pitch: He who speaks first, loses.


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Photo by NeONBRAND on Unsplash

About Bill Rice

Bill Rice is the Founder & CEO of Kaleidico, a digital agency. Bill specializes in providing law firms, attorneys, banks, and emerging technology clients with lead generation strategies enabled with content marketing, SEO, PPC, and email marketing.