Understand Your Buyer > How To Lose The Sale > Passive Language
What is it?
The language and words you use can give buyers an indication of your confidence and ability without you realising it. It’s important to choose the right language and talk with certainty.
Why does it work?
Let’s use an example.
A client comes to me for a Clear Sales Message™ and I respond to their enquiry in 2 different ways:
1 – “Sure, I think we can help you, we’ll try to get a name for your methodology and hopefully also solve that issue with explaining x”
2 – “Sure – We can definitely help you. We need to get a name for your methodoogy and solve that issue with explaining X as a matter of priority.”
Notice in the 2nd one I haven’t actually SAID anything different, nor PROMISED anything different.
But it sounds and feels more compelling.
How can you use it?
To make this work, you need to remove passive terms like “try” and “aim” from your vocabulary.
We need definitive and certain terms and, where possible, we need to stop seeking permission from buyers when we speak with them.
Example
There are too many “confidence swaps” to list, but these give you an idea of the most common issues”
“Try” becomes “We need to”
“Aim” becomes “We will”
“Is that OK with you?” becomes “This is what we plan to do”
“Should” becomes “we will do xx”
See also
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