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.
.......................................................................................................
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.
|
