Tried, Tested & Triumphant: Khashayar Law Group Secures Position as One of Southern California’s Top... 7 Ways to Make Billing More Effective: Lawyers may practice in different areas of the law and serve a wide range of clients, but... Protecting Your Firm from Ransomware: Ransomware attacks are affecting every type of business in America, and law firms are no... 5 Things to Ask Before You Say Yes To a Speaking Gig: Most professionals have a complicated relationship with public speaking—particularly if... 3 Biggest Leadership Mistakes People Make Today: One of the best leadership qualities that a manager can have is the ability to build up... California Case Summaries Civil™.: Organized Succinct Summaries of Some New CaliforniaCivil Cases - CALIFORNIA SUPREME COURT... Convert Unhappy Clients into Fans: Clients can become upset with us for many reasons, some of which are within our control,... Community News – August 2017: A San Francisco federal judge has appointed CaseyGerry’s managing partner David S.... DLTS Law. From the Ashes of the Recession.: D’Egidio Licari Townsend & Shah, APC’s unusual beginningsspark evolution of... How to Create an Email Law Alert. Powerful Marketing Tool Replaces Printed Newsletters.: Thanks to email, you can now write and distribute a weekly Law Alert without buying a...
Cole Casey - small banner

Is Your Vocabulary Costing You Money?

When we give a presentation to a future client not only do our appearance, visual aids, and body language relay a message, but the words we use create pictures in their minds. When we hear a word, we often picture a symbol of what that word represents. We may even attach emotions to some of these words. For example, let’s consider the words, SPRING, SUMMER, AUTUMN, WINTER. Depending on your particular experience, each of those words can generate positive or negative emotions in you, right?
The same applies to the words you use in your contacts with customers. You don’t know in advance which words will generate positive feelings in your clients about you, your product and your company. That’s why people in selling must become extra sensitive to the use of words if they want to have successful careers or businesses.
One of the most commonly used words in sales is the term “contract.” What type of mental image does that term bring to your mind, especially when you picture yourself as a consumer? For most of us, it’s negative. We have an image of fine print, legalities and being locked into something that requires legal action to get out of. For this reason, I recommend that salespeople stop using that term, unless your particular line of business requires it. Instead, use the terms paperwork, agreement or form. Think about each of those terms for a moment. Do they bring to mind threatening images? If they do, I’ll bet those images are a lot less threatening than those created by the term contract. Do yourself a favor and eliminate that term from your vocabulary. Use paperwork, agreement or form instead.
What about the words “cost” and “price?” What pictures do they bring to your mind? If you’re like me, I see my hard-earned cash leaving my pocket. Substitute the terms investment or amount in place of cost or price. When most people hear investment, they envision getting a return on their money which is something positive. Now, there are products for which the term investment would not be appropriate so let’s use the term amount for them. That word has been proven to be less threatening to most consumers than the terms cost and price.
The same idea goes for the next terms, “down payment” and “monthly payment.” Most people envision down payments as large deposits that lock them into many smaller monthly payments for a considerable time period. They may see themselves receiving bills and writing checks every month. Not too positive a picture, is it? Replace those phrases with these: initial investment or initial amount and monthly investment or monthly amount.
The next terms I’d recommend you change are “sell” and “sold.” Many salespeople will tell prospective customers about how many units of their product they have sold. Or, they’ll brag about having sold the same product to another customer. What are the mental images here? No one likes the idea of or the feeling derived from being sold anything. It sounds as if the customer didn’t really have much say in the matter. Replace sell or sold with helped them acquire or got them involved.
Another term I feel is over-used by salespeople is the term “deal.” What does this bring to mind? Something we’ve always wanted, but never found. Top salespeople never offer deals to their clients. They offer opportunities or get them involved in transactions.
The last, but definitely not the least important term I recommend you change is “sign.” Never again ask a customer to sign your agreement, form or paperwork. We’ve all had it drilled into us from early childhood never to sign anything without careful consideration, haven’t we? So, why would you want to create that emotion in anyone you were trying to get happily involved in your product or service? Instead of asking them to sign, ask them to approve, authorize, endorse or OK your paperwork, agreement or form.

Tom Hopkins

Tom Hopkins is world-renowned as America’s #1 sales trainer. For over 30 years, he has helped millions of professionals around the world serve more people through proven-effective skills. His books have sold in the millions, and hundreds of thousands of people benefit from his recorded audio and video programs every day. For more information, contact Tom Hopkins International by calling (800) 528-0446 or visit his website at www.tomhopkins.com

More Posts

Digg This
Reddit This
Stumble Now!
Buzz This
Vote on DZone
Share on Facebook
Bookmark this on Delicious
Kick It on DotNetKicks.com
Shout it
Share on LinkedIn
Bookmark this on Technorati
Post on Twitter
Google Buzz (aka. Google Reader)
PDF24    Send article as PDF   

Filed Under: Featured StoriesPersonal Development

About the Author: Tom Hopkins is world-renowned as America’s #1 sales trainer. For over 30 years, he has helped millions of professionals around the world serve more people through proven-effective skills. His books have sold in the millions, and hundreds of thousands of people benefit from his recorded audio and video programs every day. For more information, contact Tom Hopkins International by calling (800) 528-0446 or visit his website at www.tomhopkins.com

RSSComments (0)

Trackback URL

Leave a Reply

  • Polls
    Sorry, there are no polls available at the moment.