Just what are the magic words, the so-called “power sales words,” that lead to closing sales growth? You’re likely to get a different answer from every expert you turn to ask. Gary Vaynerchuk is known as much for his marketing successes as his coarse language. At the other end of the spectrum is the easy likability of sales giants like Dale Carnegie.
For sales reps, it’s crucial to understand how word choice and language affect your sales. Whether you’re revising your sales scripts or rethinking your whole cold calling strategy, pay attention to language.
Using Power Sales Words
Some words work better than others. It’s true. There are indeed some phrases that, if put to use, will grow your sales without a lot of extra work or introspection on your part.
For instance, “thank you for your time” wins over “I appreciate your time.” Research shows explicit thanks goes a long way with prospects and customers.
“Because” is another powerful word in sales, because customers respond to it. It doesn’t necessarily matter what explanation follows “because” most listeners will accept your justification.
“Yes, and” is another powerful phrase that’s far superior to the alternative, “yes, but.” When you validate your prospect’s ideas, don’t negate them with “but.” Use “and” to redirect the conversation in the direction you want it to go.
Putting Your Words in Context
Context matters to customers, and it should matter to your sales reps, as well. The industry, the selling situation, the type of customer problem to be solved and the type of product or service promising a solution, the type of customer profile you sell to, how trust matters to the sale — all of these factors contribute to a unique context for your reps and your customers. To get the most out of your sales, recognize the ways these issues affect the sale.
Notice Shared Language
Sales reps. need to understand the language of their product and the language and vocabulary of their target customer. In some sales settings, Gary Vee’s language may help you build a rapport with a customer, in others, it could do the opposite. Pay attention so that language can become a strength, not a weakness.
Avoid Empty Buzzwords
Buzzwords litter the modern sales landscape. Have you noticed how everything seems to be “cutting edge,” “groundbreaking,” or “guaranteed” to produce “synergy”? When these words are overused, they lose power. Avoid buzzwords that aren’t unique and don’t add to your sales pitch.
Use Jargon Sparingly
Avoid hitting your customers with industry terms, acronyms, and jargon. Many reps pepper their scripts with such words thinking it makes them sound knowledgeable. But prospects don’t want smart; they want helpful. Simple language and customer-friendly terms are often more effective for your sales rate than jargon.
Stay away from vague promises and hedged answers. Either a product will solve a customer problem or it won’t. “Probably” won’t win you many sales. If you don’t have an answer, say so and then follow up with the customer later. Customers want the right answer as soon as you can provide it more than they want an unreliable answer right now.
Who do you trust to solve your problem — the optimistic rep or the pessimistic one? I’ll bet you’re going for the optimistic rep. So do most of your customers. Enthusiasm, energy, passion, and a can-do attitude go a long way. Don’t dismiss a customer question about features you feel aren’t “important.” It was “important” enough for a customer to ask.
Winning Sales With Words
Your sales rep’s words matter, but so does context. Spend time learning about those particularly powerful sales words, sure. But follow up with some practice putting those words into your own unique sales context. Understand how sales rapport is won by using the right language and avoiding jargon and buzzwords. Then close the deal with language that exudes certainty and optimism.
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