The riskiest word in sales is also the shortest. And the most common:
The ordinary sales presentation has innumerable references to the self. As in, “I think…” “I understand…” “We recommend…” and that old saw, “We’re the best….”
Sprinkled like weevils in a sack of flour, they ruin your message by shifting the emphasis away from the buyer and back to the seller.
Like everyone in the world, the buyer has one ongoing, overriding concern – his or her own interest. The harsh reality: Buyers don’t care what you think, what you want or what you believe. They want to know what’s in it for them.
Try rehearsing your sales presentation without mentioning “I” or “we.” See how the spotlight is redirected back to the buyer.
Good words for sales
According to a Yale University study, the most persuasive words in the language are:
Procter & Gamble, which spends billions on advertising, adds two more: “Free” and “Sex.”
Notice that these are all about the buyer, not the seller.
From “Soft Selling in a Hard World,” by Jerry Vass. Published by Running Press. Info: www.vass.com
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