Confessions of a Salesman

Time for a confession. In writing this website, I have used words that you should never use in selling – NEGATIVE words that turn customers off rather than turn them on.

Please forgive me, but for the purpose of simplification I have used common sales person terms like: COST, APPOINTMENT, DEAL, and CONTRACT. You should never use these words. Let me explain why - after all you do not wish to be a COMMON SALES PERSON!

1) Let’s start with that word CONTRACT

What mental image do you get? Is it a good one? For most of us, it's a negative word. Think of fine print, legalities and being locked into something.

A far better word to use is ‘form’, ‘agreement’ or, better still, ‘paperwork’. For example: “Can you just OK the paperwork, Mr Smith.”

2) Appointment

In my experience most people don't like the word ‘appointment’ - so don’t use it. Most people, when they think of an appointment, think doctor’s appointment, dentist’s appointment or some other negative association. Appointment also usually means time, like a ‘one hour’ appointment. It is far better to use terms like ‘I can drop in and quickly show you some of the most important benefits of this [product]’ or ‘if you have five minutes I would be very happy to drop in and give you some initial ideas - all without obligation’ (or many other examples like this).

Remember, you are not selling the product at this stage. You are just ‘selling’ the opportunity to look into the product in a little more detail.

3) ‘Cost’ and ‘price’

Replace these negative words with terms like ‘investment’ or ‘amount’.

Investment is a much more positive word. Investing does not feel like spending; it feels like you are going to get a return or a benefit far greater than the outlay.

4) The same applies to terms like ‘deposit’, ‘down payment’ and ‘monthly payment’.

Replace those phrases with terms like ‘initial investment’ or ‘initial amount and monthly investment’ or ‘monthly amount’.

5) Do not say you SOLD anyone anything!

Please try to avoid the words ‘sell’ and ‘sold’.

Far too many salespeople like to boast, telling prospective customers about how much they have sold. Or they will boast about having sold the same product to another customer.

The mental image here is not good – no one likes the idea of being SOLD to.

Replace ‘sell’ or ‘sold’ with phrases like ‘I helped Mr and Mrs Smith acquire’ or ‘I worked with Mr and Mrs Smith on their acquisition’.

6) That UGLY word – DEAL!

Now this is an interesting one. Customers do like the word ‘deal’- but only when they use it. They are looking for a GOOD DEAL!

But when the sales person uses ‘deal’ it does not have such a positive feel to it.

Top salespeople don’t offer deals to their customer. They offer opportunities or help them become involved in transactions.

7) Don’t SIGN anything!

Never again ask a customer to sign your agreement, form or paperwork.

We have all had it drummed into us: ‘Don’t sign anything’.

Instead ask your customer ask to approve, authorize, endorse or OK your paperwork, agreement or form.

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