Words matter
You would think that lawyers (above all other professionals) value language and realize the effect our words can have on our clients. This article discusses how certain words can limit a salesperson's liklihood of closing a deal. The lessons are helpful for lawyers as well -- if for no other reason than to remind us of the significance our clients place on the language we use. The words:
1.Contract. Even though salespeople generally have good associations with this word because it implies a sale, most customers have a negative view of it. To most, it means something binding, lawyers, maybe even court -- yuck! Replace it with the word "agreement."
2. Sign. This is unsettling for the same reasons as "contract." Many people are warned by their parents not to sign anything -- they might be signing their life away. Replace "sign" with "approval." "I just need your approval here," you say, while pointing to the appropriate spot on the agreement, "and we're all set."
3. Buy. Buying something is the painful part of the shopping process. It's where we part with our money. Owning, even enjoying, is what consumers want and what smart salespeople talk about.
4. No! I was taught a long time ago to avoid saying no to a prospective customer because it puts a speed bump into the sales process. Fair enough, but there are times where you have to say no to prospects. For example, let's say a prospect tells you that your product is the same as all the others, and your product is actually different, even superior. Not disagreeing is essentially agreeing with him and could be damaging to the sale, especially if your product is priced higher. "Actually" is a respectful alternative.
5. Quote, estimate or bid. These words should be avoided, especially if your product is superior and higher-priced than others. These words suggest the purchaser is going to shop around, get multiple quotes and probably choose the lowest price.
6. Cheap. Cheap implies poor quality. Just yesterday, a TV show was discussing consumer trends. A lucky retailer was chosen for an in-store interview (you can't buy advertising better than this) and was asked by the reporter what people were buying. His answer: "They seem to be buying the cheap stuff."
Via the FreshInc. weblog.
Another post on the same topic comes from Joyce Wycoff in her Good Morning Thinkers weblog. Good stuff.