It’s Not What You Say…

It’s not what you say, but how you say it that counts, right? In business, what you say is just as important. In selling products and services, you must learn to paint mental pictures in the minds of your potential clients.Those pictures show them being smarter, thinner, richer or sexier because of your product. You must strike each person’s buying nerve in a positive way by paying attention to the pictures your words are creating.

While most of what you say is specific to your product or service, there are many words that are commonly used in selling situations. Some bring about positive images. Others don’t. Here are a few I’ll go over a few to get you started on the road to a closed sale.

Cost or Price
When you hear how much something costs, or what the price is, what comes to mind? For me, it’s a picture of money leaving my wallet. Since money represents security for me and most people, that picture can cause some mental anguish unless it’s overwhelmed by the beauty and joy of the product I’m tempted to own.

So, until you reach the point where I’m motivated to buy, you need to avoid use of those terms. Instead, use the terms Total Investment or Total Amount.If you’re in a business where there’s a financial risk, the compliance department of your company won’t let you use the term “investment.” Use amount instead. Those two terms create different pictures than “cost” or “price,” don’t’ they? An investment, in most people’s minds, generates a return. An “amount” is less threatening than a “cost.”

”Jim, I can see you’re excited about the benefits of owning your very own widget and you can do so for a total amount of only $795.”

Deal
This one is a pet peeve of mine. What have we all been looking and hoping for all of our lives but never found? A good deal. “Deal” brings to mind the stereotypical, slap you on the back, and squeeze your hand too hard salesperson of old. Don’t use it! Change that image in your mind and theirs to Opportunity.

”Sally, after we cover all the benefits our program provides, I think you’ll see that it’s an excellent opportunity for your company.”

Sign
Nearly every transaction in the world today involves having the person making the buying decision “sign” a piece of paper that obligates them to giving up some of their money for something else. Whether people realize it consciously or not, there’s a certain level of mental cringing that goes on when that happens.

Old-time salespeople used to tell you to “sign on the dotted line.” Having your signature on a sales document is a legal and binding promise. And, where do you go to get out of one should you change your mind? In some cases, you have to go to court. At the very least, many companies put customers through hoops if they change their mind about their purchase. Neither experience is pleasant.

So don’t ask anyone to sign a contract, charge slip or purchase agreement. Ask them to OK, Endorse, Authorize or Approve the paperwork. They know “paperwork” means “contract” just as they know “approve” means “sign.” It’s just the mental picture of a more pleasant experience that matters.

This is just the beginning. Think about everything you say and what kind of picture it brings to mind. If you’re in a physical fitness type of business, don’t tell people they’ll lose weight. Tell them they’ll be healthier, slimmer, find their clothing fitting more comfortably. Do you see the difference?

In selling it’s all the little things that add up to the closed sale. You’re closing all the time by what you say and the mental picture of ownership that you paint.

– Tom