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The 7 Nasty Words That Strike Fear Into The Hearts of Your Customers And Sales People Should Avoid
I recently listened to sales guru Tom Hopkins describe 7 words that strike fear into the hearts of clients and I realized how common those words were in my own sales copy (I’ve replaced many of them immediately with very good results).
I couldn’t believe how much it was affecting my overall small business marketing strategy.
Learning that your inside sales system was flawed was humbling yet refreshing because I knew there was hope for improvement.
Here are the seven words that strike fear into the hearts of your small business clients and the phrase you should replace.
#1) Cost – how much will this item “cost”, this item “costs” X, the cost of this service is X.
Replace – Total Investment. X will be your “total investment” today.
The word “cost” has a negative connotation. That “cost” him dearly” At what “cost” would this come.
When you say the word “cost” your client associates it with a negative. So you are actually making the “investment” process more uncomfortable and you will be less likely to succeed. On the flip side, replacing “cost” with the phrase “total investment” creates a “warm and fuzzy” feeling with your clients. People like to “invest” in things, especially themselves, and this is a good way to remind them that their purchase is in fact an “investment”.
#2) Price – today’s “price” is X, the “price” has been discounted, that is a high “price” to pay.
Replace – Total Investment. Today’s “total investment” is X. Your total investment is X.
Again, just like the word “cost”, the word “price” causes fear and reminds people of sacrifice or loss. “Total Investment” on the other hand is a positive term that people like to hear.
#3) Down Payment – X would be your down payment today.
Replace – Initial Investment. Your initial investment for this furniture would be X. The small initial investment is X.
Again, investment is a positive term that will reduce your clients resistance to price.
#4) Monthly Payment – Your monthly payment is X.
Replace – Monthly Investment. Your monthly investment for the gadgets will be X. The small monthly investment is just X.
People are used to the term monthly investment. Whether they invest in a savings account, Christmas club, or credit union on a monthly basis, investment is a positive term that adds value to the transaction.
#5) Agreement – Sign this contract on the dotted line. Let me draw up a contract.
Replace – Paperwork or Agreement. Great, let’s review the paperwork. Why don’t you start filling out the contract and I’ll get us a cup of coffee.
No one wants to sign a “contract”. Cellular companies could learn a thing or two from this. How many times have you been burned signing a contract? Filling out the paperwork or agreement is much less intimidating than signing a contract and puts your client at ease.
#6) Buy it – Would you like to buy this today? We only have two left, you better buy it while you can.
Replace – Owns. You could own this today for just a small monthly investment of X. I think owning a policy like this would give you peace of mind… do you think so too?
People don’t like to buy things, very expensive things. But they love to own things, especially expensive things. Ownership makes people proud. Check out the Green Bay Packers football franchise. It is owned by the share owners. Nobody has any say about the team but they all “own” a piece of the team. Why do you think their games have been sold out for years? Pride of “ownership”. Help your client invest to own it.
#7) Selling or Sold – We have sold many of these. These sell very well.
Replace – Acquisition or Get Involved. People like to participate in (acquire) a life insurance policy because of the security it offers to your family.
No one wants to be sold to yet everyone wants to own things. When you say “we’ve sold a lot of these” the first thing people think is…”that’s fine, but I’m not going to be sold, I’ll buy it if I want to “. You are now a “sales person” trying to sell them something, not someone trying to help them make the right choice.
The key is in the phrase used. Professional salespeople practice and rehearse as an actor would. They use the right language to move the client’s emotional buttons closer to closing the sale.
Remember, people buy on emotion. The better you are at guiding the emotional experience through the sales process, the more successful you will be.
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