Using persuasive language is a critical skill we all need to learn to be successful at selling. Approaching prospects with some inarticulate stream of words will kill the opportunity stone dead.
As salespeople, we need to approach discussions carefully and there are certain words and phrases you can use to help you achieve the results you want.
We have some suggestions of the best words to use to maximise your chances of progressing the discussion, and the sale.
1. Your Prospect’s Name
No one wants to be addressed as “To Whom It May Concern.” Sounds obvious doesn’t it? Imagine trying to grab someone’s attention by yelling, “Hey! Whom it may concern, I have something that might interest you!”
So always include your prospect’s name in any communication. It’s just common sense…. And more polite.
You need to speak with conviction. If you want your prospects to listen and believe what you say, you have to say it with belief. Using affirmative words like “yes” helps with this. They project confidence and authority, and if you don’t do this,your prospect won’t listen to you.
Address prospects with a degree of familiarity. That doesn’t necessarily mean talking to them like they’re your best friends — but you shouldn’t appear distant.
Do this by using the word “you.” Address them personally, and let them feel like you’re talking to them and not some random stranger.
It’s unlikely that your prospects will buy into an initial sales pitch without any further explanation of your offering’s wider value. Qualifying their needs with a compellingly placed “because” can give them the perspective they need to want to learn more. If you don’t touch on the why no one will be sold on the what.
Some prospects will be naturally attracted by new ideas and concepts. Everyone is looking for new answers to conventional problems. If you can articulate that your offering is every bit as new or innovative as it is effective, you can generate interest and engage prospects.
Everyone loves a freebie. It’s human nature. If you can tastefully and tactfully invoke a word that implies a significant discount — like “free” — you can capture and retain prospects’ attention. Just don’t go overboard. Overpromising and underdelivering on bargains is cheap and unbecoming.
Much of the skill in selling is related to creating urgency. You need to capture your prospects’ attention and give them the impression that they need to listen. That’s where immediate response words like “now” come in handy — they make your pitch seem important, relevant, and timely. You won’t move many prospects by leading with, “Our product is great, but you should probably buy it later.”
The value of this word is in its emphasis on trust. You’re making a promise when you say “guarantee.” It means you have confidence in your offering and are willing to stake your credibility on its ability to deliver the results your prospect needs.
But be sure you mean what you say here. You don’t want a potential customer seeing through a hollow promise or winding up disgruntled when your product or service doesn’t work out for them.
Once again, this word leans on the fact that sales is a matter of trust — it’s the practice of generating a mutual understanding and comfort within a short timeframe.
But be absolutely sure that you can prove what you say.
Here’s where you can present your product or service as the definitive solution in your space. When you use the word “the” in sales, you’re establishing authority.
You’re separating yourself from your competition. You’re telling prospects that there are not four or five other options that will work just as well as your offering.
There’s one product or service that will work best for them, and it’s the one you’re offering them.
11. “No Obligation”
When reaching out to potentially tentative prospects, you don’t want to insist that trying your product or service is a forever-binding obligation. In many cases, potential customers will be commitment-averse.
If you’re looking to encourage a nervous prospect with a free trial or demo, it’s important to remind them that the choice is ultimately theirs with words like “no obligation.”
Again, this word is tailored to create urgency. When you say “limited,” you’re showing that your prospect has a short time window to take advantage of. It adds extra urgency to your offer and gives the impression that other prospects are eager to purchase your product or service.
Don’t dismiss the value of a using persuasive words in your sales efforts. If you can effectively and appropriately tailor your language and messaging during calls and meetings to be assertive and thoughtful with prospects, you can make a huge difference.
So be mindful of the words you use with potential customers. They could make the difference between a closed deal and a missed opportunity.
Communication is just one of the elements we cover in our online, on demand sales training programme, EPIC Selling.
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