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The 7 Nasty Words That Strike Fear Into The Hearts of Your Customers And Sales People Should Avoid
I recently heard sales guru Tom Hopkins describe 7 words that strike fear in clients, and I realized how common those words were in my own sales copy (I quickly replaced many of them with good results).
I couldn’t believe how much it was impacting my overall small business marketing strategy.
Learning that your inside sales system was flawed was humbling and refreshing because I knew there was hope for improvement.
These are seven words that strike fear into the hearts of your small business customers and you must change them.
#1) expenses – What will the “cost” of this item be, the “cost” of this item is X, the cost of this service is X.
replace – Total investment. Your “total investment” will be X today.
The word “cost” has a negative connotation. His “price” costs him dearly. At what “price” will this come?
When you say the word “cost,” your client associates it with a negative. So you’re actually making the “investment” process more uncomfortable and less likely to succeed. Conversely, replacing “cost” with the phrase “total investment” creates a “warm and fuzzy” feeling in your client. People like to “invest” in things, especially themselves, and this is a good way to remind them that their purchases are indeed “investments.”
#2) Price – Today the “price” is X, the “price” is discounted, which is a high “price”.
replace – Total investment. Today the “total investment” is X. Your total investment is X.
Again, like the word “cost,” the word “cost” evokes 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 – Your down payment today will be X.
replace – initial investment. Your initial investment for this furniture will be X. A small initial investment is X.
Again, investment is a positive term that will reduce your client’s price resistance.
#4) Monthly payment – Your monthly payment is X.
replace – Monthly investment. Your monthly investment for equipment will be X. A small monthly investment is just X.
People are used to the term monthly investment. Whether it’s investing on a monthly basis in a savings account, Christmas club or credit union, investment is a positive term that adds value to the transaction.
#5) Agreement – Please sign this agreement on the marked line. Let me make a deal.
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 from signing a contract? Filling out a document or contract is much less risky 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, buy them while you can.
replace – own. You can have it today for a small monthly investment of just X. I think having such a policy will give you peace of mind… do you feel the same way?
People do not like to buy things, especially expensive things. But they love to own things, especially expensive ones. Ownership makes a man proud. See Green Bay Packers football franchise. It belongs to the share owners. No one has a say in the team but they all “own” a piece of the team. Why do you think their games have sold out over the years? Pride of “ownership”. Help your clients invest themselves.
#7) make a sale Or sold – We have sold a lot of these. These sell really well.
replace – to take Or get stuck. People like to join (take) a life insurance policy because of the protection and security it offers to your family.
No one wants to be sold yet everyone wants to buy. 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”. 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 phrasing used. Professional sales people practice and rehearse just like an actor would. They use the right phraseology to push 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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