Page 11 - i NET 7 Pages

Sales Language

By Neil Carlson

Sales Language—these are the words you use that cause customers to put you off, change their mind, come
up with objections, and so on that cause you to lose the sale. The majority of the time this occurs because
of you and what you said that caused them to change their thinking.

Salespeople have taught customers how to beat salespeople at their own game and don’t even realize it.

Do you think it would help It’s not as hard as one would think, They will answer by saying, “No, I
your sales if you knew what if you change how you think. We don’t mind”, or perhaps, “Sure, go
the customer thought of you or know customers want to say no. ahead”.
expected from you before you We know customers don’t like
started the sales process? This can salespeople because they think we This opens their mind to receive
create an advantage because it lie, take advantage, want to sell us what you have to say. They just
would give you information from what we don’t always want, try to gave you permission to do what
the customer on how to start the get more money from us, and so you want to do. The NO became
sales process. It might lead you to on. If sales are down, send me an a positive no. Your subconscious
start in a different way other than email and let me help you out. mind just said, “I did my job and
the way you normally do. said no to the salesperson”, which
So, how do you get the customer now leaves you in control.
Most people have a negative view on your side to start the sale, and
of salespeople, and therefore don’t how do you find out what they Then you say, “Why did you set
like them. And because of this, we think of you to help with the sale? this appointment with me?” Now
want to say NO to them. the customer has to tell you
First, you want the customer to what’s on their mind about you.
That being the case, we need to say NO and get rid of it. But you More often than not, they will say
figure out how to get them to want the NO to be a positive NO, positive things, and with that they
change their thinking. People don’t not a negative NO. will tell you what they want and
want to be sold, but they do want what they expect to get. They will
to buy. You say, “Before we begin, would say things like, “We like what you
you mind terribly if I asked you a have and want to know more. We
It would be a tremendous benefit question?” This needs to be asked like YOU, and thought you would
to us if we knew what they thought to get them to process any threat be honest with us. We know you
of us prior to the sales process. So or fear of being sold out of their won’t try and oversell us what we
how do we get that information? mind, which it does. don’t want”.

11