Written by Sean McPheat |
Words create images. Words create thoughts and feelings. Words drive decisions or stop progress.
Words can have a grand effect on our sales if we know what impact they can have, both on ourselves and our prospects. Let me give you an example:
Think of something that you want to happen in the future. Anything. Something that you would look forward to. Got it?
Right. Now say to yourself “I hope that happens. I really hope that happens.”
How does it make you feel? Look at your body language when you use those words. Identify the feelings they evoke. Describe you emotions when you say “I hope it happens”.
Now…think of the same thing that you want to happen in the future.
This time, stand up or sit tall, shoulders back, head up and say “I know it’s going to happen. I just know it!”
If you did this properly, with a strong tone and certain body language, did you notice that it created a different, stronger feeling?
The words we choose to use can make a massive difference in how we present a message in sales.
Think of the alternatives – we can do it, we might do it, we could do it, we should do it, we may do it, it can be done – and so on. They all mean something slightly different. Not all phrases are equal.
Think for a moment. What is the most powerful phrase that gets you motivated to do something right now? Is that the one you use most often, or do you try to motivate yourself with ‘guilt’ or ‘duty’ phrases like ‘I should’ or ‘I ought to’ or even ‘order’ phrases like ‘I’ve got to’?
I know when I use those kind of words, they don’t motivate me much, or deliver much passion.
Certain words and phrases create action and belief in us. The same is also true for our prospects. Watch your clients as closely as you listen. Identify the phrases that you or they use which produce positive reactions in them. Test them to be sure.
Use words that motivate you and see the reaction in the prospect. Replace phrases like ‘we could do that” with “We can do that” and watch for the reaction the change gets.
When you get the strongest positive reaction, you have a ‘Trigger Phrase’. A Trigger Phrase consistently produces a reaction, like a verbal anchor – only with an urge to action attached to it.
When you get to the point of asking for the order, use that trigger phrase, and watch the reaction. It’s not trickery, as long as you use it ethically.
What you will get is a customer acting in line with his buying motives, and he’ll be happy he made the decision because it is the right one for his business.
So, listen out for the words you use, and make them work for you, not against you.
Originally published: 19 January, 2011
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