“They” say the pen is mightier than the sword. Which is good, because you probably don’t want to threaten prospects into buying at sword-point.
As the primary “weapons” to convert prospects into merchants, words are incredibly important to merchant services salespeople.
How we as sales reps deliver our messages and converse with contacts can have a dramatic effect on the outcome of a conversation.
Using the wrong phrase might cast a negative shadow on the proposal, while tweaking just a few words in the pitch might induce a prospect to buy immediately.
The underlying message is certainly critical, but the words used to deliver it are equally so.
Words have power, use them wisely.
That’s why all salespeople should become world class word smiths. This list of 14 words will help you close more deals and earn your prospects’ trust in the process.
1. YOU
Selling is about your prospects. A simple way to make that clear is by using the word “you” as much as possible. Think back to your childhood — did your parents ever tell you it was impolite to talk about yourself? Apply that rule here. Every time you might be tempted to phrase a sentence from the perspective of yourself or your company, find a way to rework it to make your prospect the subject.
2. SERVICE & VALUE
Merchants don’t care about features and benefits” not entirely …
Colleen Francis, owner of Engage Selling Solutions, writes in her book Nonstop Sales Boom. “They only care about value and service and achieving their own objectives.” Again, it’s about them, not you. Skip over all the amazing features your product or service contains and instead make it clear how your offering will create value and service for your prospect’s business.
3. AND
“And” by its very nature is inclusive — you seem to agree even when you’re disagreeing. Consider these two examples of say a merchant wanting to buy some point of sale systems.
“I see that you only have a budget of $20,000 but let me tell you why our system costs $30,000.”
“I see that you only have a budget of $20,000 and let me tell you why our system costs $30,000.”
Notice how that the second sentence acknowledges the prospect’s budget, while the first steamrolls over the problem and makes the prospect feel ignored.
What a difference one word can make.
4. DO
Many sales experts recommend using “do” instead of “try.”
For instance, instead of “I’d like to try … ” say, “What I’ll do is … “
This makes YOU the sales person seem competent and trustworthy and boosts the prospect’s confidence in YOU.
5. OR
If you present a single proposal to a prospect, you only give them the option of accepting or rejecting that single proposal. But if you present them with two or three different variations on your proposal, suddenly you’ve doubled or tripled your odds of receiving some form of a “yes.” So, in negotiations don’t just ask if they’d like to sign the contract… paperwork I mean, ask if version A or version B or version C is preferable. Bonus word not to use.
Contract, always use Paperwork
6. SHOLD WE…
Most people balk at being told what to do – especially when the person dishing out orders is not a member of their organization. With this in mind, the phrase “you should” can come off as arrogant and presumptive. Reformulating suggestions as questions helps the prospect keep an open mind and diminishes the potential for the presentation to take a nasty turn. We like the word And are inclusive.
7. CONSENSUS
As we discussed on one of our Monday calls about cash discounting. Having studies or research can help a prospect see the value in your presentation.
So words that express agreement such as “support” or “consensus“or “research shows”
– could have a significant impact on your primary prospects mindset.
If you have backing or referrals from others in the industry or perhaps your own portfolio, play it up as much as possible. If you don’t, stress how you’re going to attain it.
8. IMAGINE
Stories stick in people’s mind more readily than sales messaging.
So the best sales reps don’t only use stories in their speech, they also make sure prospects see themselves as the protagonists. The word “imagine” can be helpful in this aim. Suddenly, the prospect isn’t just hearing about a better future enabled through your new product or service – they’re picturing themselves living it. And now the vision isn’t just in the salesperson’s mind; it’s a shared vision.
9. SEE, SHOW, HEAR, TACKLE
Okay, so this isn’t one word, but they’re all part of one family.
Each of these words evokes a sense, and sensory language grabs people’s attention. Think about how the words you use relate to visual, auditory, and kinesthetic triggers. Be aware of your tonality.
10. SAY THEIR NAME
Just like “you,” using your prospect’s name makes them feel like they’re the focus of your attention, and your presentation is customized just for them. People also naturally pay attention better when their name is sprinkled throughout a presentation.
11. POWER WORDS
The English language is filled with words that provoke strong feelings — fear, joy, discomfort, safety. A good sales presentation will summon all of these feelings and more at the right times. To hit all the appropriate high and low notes, incorporate power words into your speech. Jon Morrow’s list of 317 words that pack a punch is a good place to start.
12. BECAUSE
Ellen Langer, a social psychologist and professor at Harvard University, conducted a
study where she tested the impact of phrasing on people’s willingness to let someone cut them in line. Here are the variations she used:
- “Excuse me, I have five pages. May I use the Xerox machine?”
- “Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?”
- “Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?” While only 70% agreed to let her cut in line when she used the first question, upwards of 90% let her skip when she used either the second and third phrasings. The takeaway?
When asking people to do something, always include a reason. Don’t just request that your prospect introduce you to a referral, tell them why your need it. Explain why you’d like them to take these actions.
13. PAPERWORK
There are certain words that are so toxic to a sales presentation that you just don’t want to use them ever. Contract is one of them. As a sales professional there are words that are sure to derail your sale. Don’t say things like, “If you will sign the contract…” or “If you decide to buy this system…” instead use these lines. “With your permission, I would like to get the paperwork started today so that we can schedule a follow up meeting next week to put this amazing new system in place for you” or “I am sure you already see the value of investing in a system like this one so let me point out a few other benefits for your specific business type.”
14. OPPORTUNITY
Problems are bound to crop up in the sales process, but that doesn’t mean you should acknowledge them as such.The word “problem” has a negative connotation, and can make the prospect feel as if the process is difficult and unpleasant. With this in mind, replace it with more positive words. Instead of saying “no problem,” for example, say, “it’s my pleasure. “ “I understand the problem” can become “I see an opportunity to make this run more smoothly.”
Happy Selling,
David
