Tools of the Trade

During every sales call the challenge is to send a message that will grab a customer’s attention, create awareness, and satisfy a need. You’ve got your work cut out for you. Now you need tools to do the job. Just as every craftsman works with tools, the salesperson works with words. Here are some words to consider that will build your sale.

No buts. When a customer voices a concern some salespeople hear ‘objection’. A concern can quickly become an objection and stall the sale when you make a poor word choice. Some salespeople first acknowledge the concern and follow with the word ‘but.’ The word ‘but’ effectively negates everything said before it. What your customer hears is the disagreement that precedes an argument. Instead, first acknowledge the concern and follow with ‘and.’ For example, your customer might comment that the process you recommend sounds complicated. You would respond “Yes, it is complicated and with our technical assistance…”

No problem. We are always delighted when our customers show their appreciation for special results and express their gratitude. Some salespeople reply with “No problem.” They’ve just lost an opportunity to generate some customer satisfaction points. Instead they left their customer associating their hard work with the word ‘problem.’ Every time your customer says “Thank you” the only response should be “My pleasure. I am always happy to help you.” Let your customer know that you look forward to helping. They will seek you out to serve them when they have problems instead of looking to your competition.

We write, too. The written word should also help us sell. Wordy language can put off your customers. You should avoid legal sounding words and phrases like:

· Enclosed please find · Contained herein

· Thank you in advance for your cooperation · Herewith

· Pursuant to your request · Under separate cover

Creating images. Understanding is everything. Selling involves listening as well as speaking. The salesperson listens while the customer speaks. Your customer has to listen while you are speaking so the sale can take place. You can choose words that make it easier for your customer to hear your selling message. Metaphors and similes are easy to listen to because they are word pictures that increase understanding. A metaphor is when we lend qualities to something that it normally doesn’t have. An example is “Lubrication is the lifeline of your operation” to describe how critical your product is to a plant’s productivity. A simile is a comparison of dissimilar things using like or as. An example is “Predictive maintenance is essential to production. It’s like heat is to coffee.” Look for ways to describe your products and services using metaphors and similes that create images. You will make it easier for your customers to listen and to hear your selling message.

As Mark Twain said, ”The difference between the right word and the almost right word is the difference between lightning and the lightning bug.” By carefully selecting the best words for selling, you will enlighten your customers and avoid giving them some unexpected jolts.

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Maura Schreier-Fleming is president of Best@Selling (http://www.bestatselling.com/). She works with business and sales professionals at company and trade association meetings to make selling easier and more productive. She is the author of the book Real-World Selling for Out-of-this-World Results. She can be reached at 972 380 0200 or info@BestatSelling.com.