Iâd like to discuss the most powerful words you can use during the selling process.
After all Rudyard Kipling said, âWords are the most powerful drug used by mankind.â
Plainly, THE MOST POWERFUL WORD is YOU. You should be looking to use the word You in your sales meetings a lot more than you use the word I. As Iâve mentioned before the idea is to be focused on your clientâs needs but Iâm sure this is restating what you already know.
I want to discuss words that you can use in your speech that will make your language more effective at controlling the thoughts of your prospect.
OK, letâs assume you have established Rapport with your customer or prospect and you have identified a problem they have where a product you offer could be useful to them.
The idea then, at this point in the sale, is to control the internal representations that your customer is making in their head. What Iâm about to offer is a linguistic pattern that focuses your clientâs mind where you want it to focus and just about forces them to accept your concepts and ideas as true. Now, STOP â¦ and just image how useful it would be if you could easily do that.
The Power Words are:
Now you may be thinking whatâs so special about these words?
Well, they become much more powerful if you follow the rule below.
Rule: Always put adverbs before the verb and adjectives before the noun!
(Truthfully, the words above are only examples of the types of words you can use and I have produced this abridged list merely to help you focus on the learning task at hand, i.e. how to incorporate these words into your sales language. Once you have done that youâll find that you just naturally start to use other similar words in your speech.)
So let me go straight into some examples of how to use these words to good effect.
Have you ever found yourself saying?
âCould you make the change from your current supplier to us?â
Well, that is just a question and your prospect could just as easily say âNo! I canâtâ
âHow could you make the change from your current supplier to us?â
Now, that is focusing your client on what you want them to be thinking about (i.e. how they could change to using your product or service) but youâre leaving a door open for them to say that they donât know how.
What about the sentence below?
âHow easily could you make the change from your current supplier to us?â
Now where is your customerâs mind focused?
Not on whether they could make the change, nor on how they could do it, but on how easy it could be. They could still say âit would not be very easyâ but notice that they are still likely to use the word âeasyâ
Also, notice that I did not say,
âHow could you make the change from your current supplier to us easily?â
Because, the first thing that would enter your clientâs mind is how they could make the change and they would already be considering the answer to this question before they ever heard the word easily (if they heard it at all).
Itâs subtle and it has a profound effect.
Let me give you some more examples of sentences using these words.
âHave you discovered how easily you could make a consistent product if you used our improved raw material?â
âNaturally, youâll find more than enough reasons to go ahead today even if you can only see a few of the unlimited benefits that our product provides.â
These âpower wordsâ become even more powerful when you stack them into a sentence. The more of these words you use in a sentence the harder it is for your prospectâs conscious mind to filter out the inferences these words are forcing them to make.
âOnce you begin to easily absorb this information, youâll naturally discover the unlimited potential it has for readily making your communication infinitely more effective.â (Perhaps this sentences is a bit over-the-top?)
âHave you become aware yet of the many ways that our product could help in your production?â (The inference being there are many benefits and you will become aware of them at some point in time.)
âAfter you experience our product , by trailing it in your plant, you will realize the many ways in which it will easily improve your end productâ ( infers youâll try the product and there are many ways this product can benefit your production )
Here are some more examples for you.
âNaturally, as you start to realize the unlimited ways you can easily become aware of how using our product will help you to rapidly and effectively accomplish your goals, youâll start imagining the success you can really achieve with our helpâ ( Phew ! )
âAfter you use our product youâll understand itâs many benefitsâ (the inferences being that they will use the product and it has more than one benefit)
âBefore you decide which of the many benefits that our product offers is the most important in relation to your purchasing decision let me tell you a few things that might help.â (The inferences are that they will decide on a benefit that is important to them and that our product offers many benefits.)
âDuring the first few months of experiencing our service youâll likely become more aware of the many ways in which we offer substantially more than our competitors.â ( The inference being that they will use the service and it is more than a little better than the competitors in a number of ways.)
Before I go any further how much of this have you grasped, so far? Can you see how this will naturally make your communication more vital and alive and can you guess how much more effective your communication will become once you have mastered the use of these words. Does this sound like something you need to practice?
âFrom among the many positive benefits that you are starting to realize our service offers, which ones are likely to give you the most benefit? â
âAs you expand the range of products you buy from us and our business collaboration moves beyond itâs current boundaries what do you see as the best way we can easily move forward to the next level?â
I already discussed the power of the word âbecauseâ in YSS edition #2, so I wont go through it again.
The word âcauseâ can function much like âbecauseâ in many situations. Along with âAsâ and âAnd â they are example of âcause and effect statementsâ. Here are some examples.
âSimply making that statement causes you to understand why you already donât believe it.â (Every time they make that statement theyâll doubt it.)
âAs you start to assimilate the information we have provided you will begin to recognize the many ways that our product can help in your process.â
The last two words on our list âNow â and âStopâ are really commands that can be used to great effect. These words work better if you speak them louder and in a deeper voice tone. It also helps to actually stop speaking when you utter the word âStopâ. Like below. (Emphasise the words in bold.)
âYou may be considering the effort you need to switch to our product. May I suggest that you just STOPâ¦ NOW consider the many advantages our product will easily bring to your production process and all the positive effects that will have on your bottom line.â
âWeâve been back and forth a lot with this agreement and perhaps itâs time-- NOW â to consider how we can most easily finalise this deal to our mutual benefit. Now, that seems reasonable, doesnât it ?â
How do you go about talking like this and utilizing these powerful words?
You practice by writing out sentences employing these words.
Hereâs how to practice.
First, think about a specific sales call you have coming up.
Then think about some of the comments you are likely to make during that meeting.
(Use your imagination and run through the meeting in your mind.)
Write down the things you would say.
Now, rewrite the sentences inserting the powerful words.
Youâll notice the power words are grouped in the list above. Take one group at a time and try to incorporate the power words into the sentences you would have spoken.
(This may seem clumsy at first like the process you went through acquiring many new skills in the past and wasnât that momentary discomfort back then well worth the eventual progress you made?)
Donât add the words in, actually rewrite the sentence.
Write up to a page on each group.
Then rewrite the sentences again allowing you the freedom to use any of the power words in any of the sentences. Really pack them in!
Repeat this process for one sales call a day or just do the exercise once a day for a month and youâll likely notice how naturally and easily you can speak using the power words.
You may have been wondering where this issue was heading. How useful these words would be. And, as you consider just that, you may find yourself just naturally beginning to experience excitement about what the future holds for you as you begin to understand how easily you can incorporate these words into your sales language, allowing you to enhance your sales results and move beyond the past sales limitations you had before you mastered the skill of using language to direct the thinking of your customer. Now, as the realization begins to sink in of how easily and rapidly your sales results will improve, that will cause you get excited about practicing the use of the power words. Nowâ¦
Here's to YourSalesSuccess.
Greg is a salesman. Heâs been selling for 23 years and has negotiated supply contracts in the USA, UK, Canada, Germany, Netherlands, Singapore and Japan.
He has sold as much as $7million in a year. His worst result over 23 years was 94% of budgeted sales at 99% of budgeted profit. He is now semi-retired at the age of 46.
He has a desire to help other salespeople live a good life, free themselves of money worries and retire early.
OK. Greg can sell but teaching and coaching is another matter.
He has been trained in one-on-one coaching skills acquiring a âProfessional Development Certificate in Coaching Practiceâ from the Psychology Department of the University of Sydney. He is a Master Practitioner of Neuro Linguistic Programming ( NLP ). Naturally, he has attended many sales training courses at home and overseas and is an avid reader of sales books.
His motivation during his sales career was to help companies achieve their desires. If he couldnât help he got out of their way. Over the years Greg has become more interested in helping people that helping companies.