Words Change Perceptions

The words we use when selling out goods or services are as important as the products themselves. Using the wrong words may change the perceptions of potential customers leading them to leave your business empty-handed, whereas if the right words had been used, these same customers would have been happy to buy.

We all know that a pleasant greeting, a sincere smile and an open and friendly demeanor helps tremendously to put customers in the purchasing frame of mind.  These things are as important as they ever were, so be aware of how you are greeting people.

Let’s start with some of the words we should or shouldn’t say…

  1. And rather than but

The word and continues the conversation. When you say and the customer will expect to learn more information that will benefit them. Whereas the word “but” is more likely to be thought of as being followed by a negative. Think of it as “and” continues a conversation while “but” may stop it.

Example:  We have the wine you want and (more good news) we have three cases left.

  1. Because

One of the most powerful words in sales is the word because. It is very persuasive.

Example:  You should buy this because …

When you use the word because you are answering the question, which on every consumer’s mind (either consciously or subconsciously), “What’s in it for me.”

  1. Thank You rather than No Problem

It has become ubiquitous these days in answer to the words Thank You to say No problem. This is not a good habit to get into. Practice says, “You’re welcome” or “I am pleased that I could help” or anything else positive.

  1. I don’t know

I don’t know is a phrase that shouldn’t be used unless it is followed up by, “I will find out for you,” or “that’s a good question let me check.” If you don’t know it’s your job to find out and get back to the customer. It’s also a great way to get an email address or cell phone number so you may email or text to give them the answer.

  1. You chose a good day…

Compliment a customer on his/her good sense in coming in. If you happen to be having a sale that day, let your customers know that buying today will be to their benefit. It’s a good thing to say at the beginning of the interaction, as it gives them time to assess the benefits of buying today rather than next week.

There are many more words that are good or bad to use in a sales situation. If you would like a longer list please drop me an email at E@inshortmarketing.com

A tip of the glass from me to you!

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