It’s Not What You Say; It’s How You Say It!

by Michael Dalton Johnson

Successful sales people know they will sell more by using positive language. For example: instead of saying, “We can’t ship your order until next Tuesday,” they will say, “We can ship your order as early as next Tuesday.” Put yourself in the buyer’s shoes; which statement is more satisfactory?
Simply changing or adding a few words to a statement can make it more compelling. “You will get a full 30 percent discount,” blows away “We are offering a 30 percent discount.” When you accentuate the positive and create imagery you will make more sales.
Which would sound better to a buyer? “Our product will save your company $2,500 a month,” or “You will save your company $30,000 a year with our product.” Obviously, the second statement is more attention grabbing because 30,000 “dollars” is far more dramatic than $2,500, even though the amount is the same savings. More importantly, “You will save your company...” makes the buyer both intelligent and a hero. Buyers want to save money. Buyers like to make smart decisions. Buyers love to be heroes.
The practice of using positive words and phrases will help you achieve more results than you ever thought possible. This skill is developed simply by using it. Start today with prospects, co-workers, family, and friends. You will begin to reap the rewards that come from accentuating the positive.