Watch your language

Are words really that important? What words do you use to describe what you do, how you do it and what the benefits are to your clients? Here are some questions to consider:

• What words do you use to earn an appointment or a callback? For example, do you say you want to discuss “X” (advertising, software or whatever it is you sell) or do you say you want to discuss some “ideas” to help your prospect “solve a particular problem,” “increase sales” or achieve another benefit relevant to his business? When was the last time you recorded your pitch with an eye toward rating the effectiveness of the specific words you typically use?
• When you open a business discussion, is every word designed to engage?
• Do you articulate presentations in the most appealing way or are they filled with clichés and bland language? For example, do you say you have “very effective tools that are easy to use” or that you have “powerful, proven tools that unleash the selling power of a team?”
• Are your questions crafted to elicit the best information from your prospects while at the same time created to build a comfortable, conversational environment?
• Are your responses to objections strategically phrased so that your client isn’t put on the defensive?
• When you move to the next step, do you use non-pressuring word choice?

Like it or not, words matter. Put some thought and care into them. It won’t cost you anything except a little thinking time. The result can mean the difference between a “no” and a “yes.”

Finally, let me share with you five “magic words” that I sprinkle liberally into my conversations with clients and prospects, particularly when I am engaging in dialogue in the “C-lounge.” They are “save,” “gain,” “reduce,” “increase” and “improve.” When used at the appropriate time, they are incredibly powerful—but only if you can back them up. Be assured: Your words matter,

Sign up for The Lead and get a new tip in your inbox every day! More tips:

• The perils of speaking in jargon
• Avoid these public speaking mistakes
• 5 steps for the perfect presentation

Jonathan Farrington is a globally recognized business coach, mentor, author, consultant and chairman of The JF Corporation and CEO of Top Sales Associates. For more information and tips from Jonathan, visit http://www.topsalesworld.com/, or go to his blog at http://www.thejfblogit.co.uk/.