In the world of sales, the words you choose can make or break a deal. The way you communicate with potential customers can significantly impact their perception of your product or service, and ultimately, their decision to buy. According to a PEW Research survey, the mere change of a word from “welfare” to “assistance to the poor” drastically altered people’s support for the program, despite referring to the same concept. This highlights the profound influence that words can have on our subconscious minds and decision-making processes.
The Impact of Words on Sales
Words have the power to evoke emotions, create trust, and influence buying decisions. Just a change in a word, even though meaning the same thing, can drastically alter whether people are for it or against it. This holds true in sales.
Consider the story of a woman entering a shoe store. The first shoe salesman said, “Excuse me, ma’am, one of your feet is bigger than the other.” She was appalled and left the store. In another store, the salesman said, “Excuse me, ma’am, you have one foot smaller than the other.” She blushed and bought the pair. The difference was in the words used, demonstrating how words change everything.
Words that Sell
- Understand
- Results
- Profit
- Investment
- Security
- Trust
- Truth
- Safety
- Value
- Guarantee
Words that Unsell
- Deal
- Sold
- Buy
- Sell
- Pay
- Price
- Loss
- Failure
- Difficult
- Try
- Decision
- Fail
- Contract
Emotional vs. Intellectual Words
In addition to the specific words you use, it’s essential to consider the emotional impact of your language. While intellectual words like “accelerate,” “accolade,” “additionally,” and “challenge” may sound professional, they often lack the emotional resonance that connects with customers on a deeper level. Using emotional words like “afraid,” “hungry,” “tired,” and “hurry” can create a more relatable and engaging experience for your audience.
Optimizing Your Sales Language
To optimize your sales language and increase your chances of success, it’s crucial to be mindful of the words you use. Avoid words that can create resistance or negative emotions, and instead, focus on using words that evoke positive feelings, build trust, and highlight the benefits and value of your product or service. Additionally, incorporate emotional words that resonate with your audience and create a more personal connection.
