Choose Your Words Carefully

In selling, it isn’t easy to get time with the people you sell to, and it isn’t easy to advance the sale when you do get that time. What this means is that it’s imperative to make the most of every single second you have with your buyers.

Aside from the obvious (do pre-call planning, bring the presentation materials you’ll need, be prepared for questions and objections, be on time, and so on), there’s one more way to make the most of your time. Choose your words carefully.

The wrong word can derail a sale and make it difficult to get another appointment. The wrong word can take away from your entire presentation and cause the focus to be on something you never intended. The wrong word can cause confusion and make the buyer retreat in fear of making a mistake. The wrong word or phrase can even mask the dignity and respect you have for your buyers.

Here are some classic words not to use, along with replacement words that are far more effective in conveying what you mean.

• Cost and price should be replaced with investment. After all, you are selling something that will pay interest on top of cost, aren’t you? Isn’t the value of what you are selling greater than its price tag? If so, especially in B2B, investment is the more accurate term to convey that.

• Commission is a word you shouldn’t use at all. The fact that you will make money on the sale is nothing to be ashamed of, but it’s also not the customer’s concern. Flaunting the personal benefit to you will make the customer question your motives.

• Cheaper should be replaced with more economical or budget-minded. The word “cheap” refers to cost and to quality. You will diminish value when you talk too much about price, and you will further diminish value if you position your product as one that is “cheap.”

• Pitch should be presentation or proposal or solution. A pitch is generic and sounds like you’re just throwing something out there to see if it will stick. A presentation is more professional. A proposal is more professional AND more personal because it is specific to the customer.

• Contract should be replaced with agreement. A contract sounds intimidating while an agreement is friendlier and more personal.

Those are easy examples of words you can replace. Your intent to serve and partner will help you to remember and naturally use these replacement words. To avoid wrong word choices, it also helps to put yourself in your customer’s shoes. Consider what the words you use might accidentally be telegraphing.

Here are some examples of real statements made by real sales people on real sales calls. Some are more flagrant than others. But the subtle offenses are no less damaging. If you were the customer, how would you feel if you heard one of these statements?

• “It takes money to make money. That’s why I only work with winners.”

• “So you’re telling me that you object because you don’t like our political position. Don’t you see how narrow-minded that is?”
• “It’s my job to sell and it’s your job to buy. I love how this works!”

• “I’m not sure. I think either one would be okay for you.”

• “I could tell when I saw your purchase order that I was dealing with a novice.”

• Talking about a competitor: “They would say anything to steal your business from us.”

• “I’m pretty busy, so I’m hoping we can wrap this up today.”

• Answering an objection: “I understand. Lots of people feel that way…”

• Talking about a production partner: “I can’t make any guarantees once I hand this off.”

• As soon as I finish my degree next year, I’m outta here.”

The problem, of course, with statements like these is that they erode a buyer’s trust and confidence. Each of these sellers left the meeting and, when asked, described these statements as friendly banter or off-the-cuff remarks that meant nothing. As you might imagine, the customers felt differently. They wanted their sellers to speak with precision and to mean what they said. They wanted to be dignified instead of offended. They also expected their sellers to be considerate and sensitive to how these words would be received. Not all of these statements were deal breakers, but each of them did leave behind a slightly sour sentiment for buyers.

Another consideration in choosing your words carefully is to avoid hyperbole. Words like “always” and “never” make it hard to believe what comes next. It’s more credible to say “usually.” Words that end in  -est are also subject to doubt because they are subjective and because they sound inflated. Toning it down and speaking credibly helps, not hurts, the case you are trying to make.

Finally, sellers should modify what they say based on who they are speaking to because it’s so important in sales to be relevant and to be heard. Don’t spout the same features in the same way to two different buyers. First, find out which feature is most appealing. Don’t use words and phrases that are unfamiliar to the buyer like a 20-something seller who referenced the TV show “Family Guy” when speaking with his buyer (a 60-year-old woman). Put yourself in the customers’ shoes and let that be your guide.

When you choose your words carefully, your words will serve you much better. Your time will not be wasted, and your opportunities to make a positive impression and a sale will not be squandered. Every word should be selected carefully and deliberately. It’s easier than it sounds – just think before you speak and don’t be afraid of the pauses that happen while you are thinking.