![\"selling](\"https:\/\/www.marketingforsuccess.com\/blog\/wp-content\/uploads\/2010\/02\/selling-tips.JPG\" "\\"selling")
<\/a><\/p>\nCost or Price<\/strong> So, until you reach the point where I\u2019m motivated to buy, you need to avoid use of those terms. Instead, use the terms Total Investment or Total Amount.If you\u2019re in a business where there\u2019s a financial risk, the compliance department of your company won\u2019t let you use the term \u201cinvestment.\u201d Use amount instead. Those two terms create different pictures than \u201ccost\u201d or \u201cprice,\u201d don\u2019t\u2019 they? An investment, in most people\u2019s minds, generates a return. An \u201camount\u201d is less threatening than a \u201ccost.\u201d<\/p>\n \u201dJim, I can see you\u2019re excited about the benefits of owning your very own widget and you can do so for a total amount of only $795.\u201d<\/p>\n Deal<\/strong> \u201dSally, after we cover all the benefits our program provides, I think you\u2019ll see that it\u2019s an excellent opportunity for your company.\u201d<\/p>\n Sign<\/strong> Old-time salespeople used to tell you to \u201csign on the dotted line.\u201d 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.<\/p>\n So don\u2019t ask anyone to sign a contract, charge slip or purchase agreement. Ask them to OK, Endorse, Authorize or Approve the paperwork. They know \u201cpaperwork\u201d means \u201ccontract\u201d just as they know \u201capprove\u201d means \u201csign.\u201d It\u2019s just the mental picture of a more pleasant experience that matters.<\/p>\n This is just the beginning. Think about everything you say and what kind of picture it brings to mind. If you\u2019re in a physical fitness type of business, don\u2019t tell people they\u2019ll lose weight. Tell them they\u2019ll be healthier, slimmer, find their clothing fitting more comfortably. Do you see the difference?<\/p>\n In selling it\u2019s all the little things that add up to the closed sale. You\u2019re closing all the time by what you say and the mental picture of ownership that you paint.<\/p>\n – Tom<\/em><\/p>\n
\nWhen you hear how much something costs, or what the price is, what comes to mind? For me, it\u2019s 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\u2019s overwhelmed by the beauty and joy of the product I\u2019m tempted to own.<\/p>\n
\nThis 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. \u201cDeal\u201d brings to mind the stereotypical, slap you on the back, and squeeze your hand too hard salesperson of old. Don\u2019t use it! Change that image in your mind and theirs to Opportunity.<\/p>\n
\nNearly every transaction in the world today involves having the person making the buying decision \u201csign\u201d 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\u2019s a certain level of mental cringing that goes on when that happens.<\/p>\n