Sales Coach Christine Harrington


Imagine going into a prospects office feeling confident because you know exactly what words win sales. Imagine saying the right words the prospect “hears” from his point of view.  Imagine, for a second, that it could be that simple. Think I’m crazy? Read on.

Here’s the secret. Words win sales and you’re behind the words. If you decide to skip this article, you’re going to miss information that could change your sales success. Yes, I’m serious.

Words is the most under researched area in sales training. And many sales people search for the magic in sales. The magic is your words. Specifically the words you use in selling. How much thought have you given to the words you use? Have you given any thought to WHY certain words and phrases should be used in selling?

Here’s a few examples. You’ll easily recognize the phrases.

Good to the last drop” is the tagline for Maxwell House Coffee

Plop, Plop, Fizz, Fizz, Oh What a Relief it is” is the tagline for Alka-Seltzer.

These product taglines are still remembered to this day. The advertising campaigns date back to early 20th century. It was actually President Teddy Roosevelt that coined the phrase for Maxwell House. And yet, in the 21st Century, that phrase is still recognized.

You might be thinking….Christine, this is advertising, not selling.  What is advertising? It’s positioning a product using visual cues and phrases to influence the buyer through an emotional response to want the product. Isn’t that what you’re trying to do when you meet with the prospect? Aren’t you advertising yourself and your product when you do a presentation? How exciting is benefits and features if your trying to influence an emotional response with the prospect?

Yeah… boring as paint drying.
Here’s the Challenge: Craft a memorable tagline and put it on everything. Create another “Good to the last drop” memory with your tagline. If you’ve followed me on social media, especially YouTube, then you’ll easily recognize mine. “Sales is a journey, not a quick trip around the block”. I’ve attracted clients because my tagline resonated with them!

Give thought into the words you use with the prospect. Craft your words carefully. Research words. Study words. Words can kill the deal or seal the deal. Haven’t you ever been in a situation where you regretted saying something? You scold yourself saying “Why did I say that!” or “Why did I open my big mouth?” (that’s my personal favorite!)

Here’s a clue. Keep it simple to sell.

Instead of trying to impress the prospect with your expansive vocabulary, keep your words and message simple. There’s a ton of research you can Google to support this. Talk the language of your prospect so he can hear the message. Don’t talk at the prospect with your message. Big difference.

Craft your emails in simple language with short sentences. When you receive a 4 to 5 paragraph email, don’t you shut down about the beginning of the 2nd paragraph? Don’t you say to yourself “good grief, they wrote a book!”

Your prospects will usually take the road of least resistance, and just delete your novel of an email. If you want your emails read and replied to then keep it short. Carefully craft your words specifically for each prospect. Stop using cookie cutter emails.

Here are words and phrases NOT to use.

“If you have any questions, just give me a call.”

“Let me know if I can help you any further.”

“Call me if you need additional help.”

If you use these phrases, it’s no wonder your emails go in the electronic trash!

Here are words and phrases TO use.

“The next step in the process is ……(fill in the blank)”

You’re the expert. The prospect is waiting on you to tell them the next step.

“I bet you’re busy. If I don’t hear back from you, you can count on me to follow up.”

Make it easy to do business with you. Take responsibility for the follow up. This way, you’re not waiting around wondering if the prospect will call. It also tells the prospect the next step…you’re going to call.

This makes it all so simple for the prospect.

So remember…put thought into the words you use in emails and face to face. Talk your prospects language not yours. Use words and phrases that align with the prospect. And keep it short and simple.

Speaking of words…leave your comments below. What words are winners for you!

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