Effective Term Use in Marketing

Effective Term Use in Marketing




I'd want to talk about the sales language that gets results.

The immortal words of Rudyard Kipling, "Words are the most powerful drug used by mankind," cannot be ignored.

The most powerful word is, without a doubt, YOU. Instead of using "I," try saying "you" more frequently in your sales discussions. Focusing on the client's needs is key, as I've said previously; however, I'm sure you already know this.

To help you dominate your prospect's mind, I'd want to go over certain words you can utilize in your speeches.

Alright, so you've gotten to know your customer or prospect and found an issue they're facing that your solution could solve.

At this stage of the sales process, the goal is to influence the mental models that your buyer is using. The linguistic pattern I'm about to reveal will direct your client's attention exactly where you want it to go and almost coerce them into believing your claims. Just for a second, think about how helpful it would be if something were easy for you to do.

Here are the key words:



Of course

Without difficulty

No cap



Aware

Get it done

Work history



Just before

While the

Following that,



In addition to

Expand

Later on



And

As

Reasons for

Because



Right now

Stop



You could be asking, "What makes these words unique?"

Following the rule below will make them considerably more powerful.

Remember to always place adjectives before nouns and adverbs before verbs!

(To be honest, I've condensed the list above so you can concentrate on the true goal of this exercise: learning how to utilize these terms in your sales language.) The words you see above are just examples of the kinds of words you can use. After you've done that, you'll notice that you begin to include related words into your speech without even trying.

Allow me to jump right into a few instances where these words have been used effectively.

Occasionally, have you felt the need to say?

"Would you be open to switching from your present provider to ours?"

Well, it's only an inquiry, and the prospect has the option to answer "No!" No way, "



In this case, what about,

What steps would you take to switch from your present provider to ours?

That leaves the client with the option to say they don't know how, even while you're trying to get them to think about what you want them to think about (i.e., how they could use your service or product).



How about the following sentence?

"What are the barriers to switching from your current provider to ours?"

Right now, what's on your customer's mind?

Focusing on how simple the transition might be rather than on whether or not they were capable of making the move. "It would not be very easy" is still an acceptable response, but they should be aware that the term "easy" is likely to appear again.



Keep in mind that I refrained from saying,

"How easy would it be for you to switch from your current supplier to us?"

Why? Because your client would immediately start thinking about ways to implement the change, even before they heard the word "easy" (assuming they heard it at all).



It's understated yet powerful.

Additional examples of phrases utilizing these terms are available to you.

"Could you believe it? Our improved raw material would make it so much easier to make a consistent product."

"Even if you can only perceive a fraction of the boundless advantages our product offers, there are more than enough reasons to move forward today."

When used in conjunction with one another, these "power words" amp up their impact even further. Using more of these terms in a statement makes it more difficult for your prospect's conscious mind to avoid the inferences that these words imply.

"Once you start to fully grasp this material, you'll see how it can dramatically improve the efficacy of your communication." (Maybe this is a little dramatic?)

"Have you found out how our product can assist you with your production yet?" (The implication being that you will eventually become aware of the various benefits.)

"You won't believe how much better your final product will be after you try our product out in your plant." (suggests that you're going to give the product a go and that it has a lot of potential to improve your output)

Allow me to provide you with other examples.

"Of course, when you see how our product can help you reach your goals faster and more efficiently, you'll start to fantasize about all the great things that are possible with our assistance" (Whew!).

"The numerous benefits of our product will become clear to you after you put it to use." (the implication being that the product will be useful to them and that it offers multiple advantages).

"There are numerous advantages to our product, but before you choose which one to buy, I have a few things to tell you that could be helpful." (It is implied that they will choose a significant benefit from our goods, and that our product has several benefits.)

"As you use our service for the first few months, you'll certainly notice all the ways we outdo the competition." (It is taken for certain that they will make use of the service, as it surpasses the competition in numerous respects.)

How much of what I've said so far have you understood? You can feel the energy and life coming from your words, and you can only imagine how much better your communication will be once you've perfected their use. Is this something you feel the need to work on?

"Of all the great things our service has to offer, which ones will you see the greatest return on investment?"

"Given the growing number of products you purchase from us and the maturation of our business partnership, how do you envision us effortlessly progressing to the next level?"

The second edition of YourSalesSuccess covers the persuasive power of the word "because," so I won't repeat myself.

"Cause" is a term that serves a similar purpose to "because" in numerous contexts. "As" and "And" are also examples of "cause and effect statements," as are these. Here are a few instances.

"Just by stating it, you'll start to see why you already don't buy it." (They will always second-guess themselves whenever they say it.)

"The numerous ways in which our product can assist in your process will become apparent as you begin to absorb the information we have supplied."

The last two words on our list, "Now" and "Stop," are actually quite effective instructions. Saying these words loudly and with a deeper tone will make them more effective. When you say "Stop," it's helpful to really stop talking. Similar to what's shown here. (Highlight the highlighted words.)

The work required to transition to our solution is something you may be thinking about. I beg you to pause for a moment and think about how our product can improve your production process and your bottom line. There are so many ways in which it will be beneficial.

We've gone back and forth on this agreement several times; maybe now is the time to figure out how to make it easy for both of us to close the transaction. Surely that is sensible, isn't it?"

What is the best way to use these impactful words when speaking?

Composing sentences with these phrases is a great way to practice.



To practice, follow these steps.

To begin, consider an upcoming sales call in particular.

After that, prepare a few remarks that you intend to say during that meeting.

(Imagine the meeting and go through its steps in your head.)

Jot down the points you want to make.

Next, rework the phrases using the strong vocabulary.

The list above organizes the power words into groups. Approach each group independently and see if you can find ways to use the power words in the phrases you were going to say anyway.

(This could feel awkward at first, but remember how much better off you were in the end after going through the process of learning all those new skills?)

Instead of just adding the words, rephrase the statement.

Give each category a page of writing.

The next step is to rewrite the phrases so that you can utilize the power words wherever you like. Cram them full to the brim!



If you practice this exercise once a day for a month or do it every sales call, you will probably find that you speak the power words more naturally and effortlessly after a while.

This issue's trajectory may have been puzzling to you. What a valuable set of words this would be. As you ponder this, you might find yourself genuinely looking forward to what the future brings. You'll start to grasp how these words can be seamlessly integrated into your sales language, opening up new possibilities for improving your results and breaking through previous sales limitations. Now that you're starting to see how quickly and effortlessly your sales results will increase, you'll be excited to practice using the power words. I am now...

Enjoy your practice sessions.

I hope your sales are booming.

Feel free to get in touch with me through my website's coaching page if you're interested in finding out more about sales.

Oh my goodness!


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