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Consider our previous example. If the phrase "smartly priced" does conjure images

of the "informed consumer" and "affordably priced" does make people think that a
product is "cheap," then with selecting the word "smartly" over the word

"reasonably" you said a mouthful! Specifically, you implied with one colorful and

carefully selected term that:

"My product works great, and it's reasonably priced. That's not to say that it's cheap,

but as the informed consumer knows, it's very affordable once you consider what
you receive for the price—you get a lot for your money and it's a great deal!"

Words: Positive and Negative

There are some words that can make a positive impact on your negotiations but also
some that can create a negative result. Also, there are two types of benefits: actual

and implied benefits.

Actual benefits refer to time and/or money saved and/or earned with a product or
service. These would be very important to investors. For example a service such as

your marketing plan that will “enhance the chances of a quicker sale at a better price”

is illustrative of this concept.

Implied benefits are those that push the “hot buttons” of the prospect that truly get
them excited at the prospect of you serving their needs. Sellers who are in distressed

situations on their properties and owner-occupant buyers would relate to these

benefits. For example a marketing plan is designed to “take the burden of the details
of marketing their home off their shoulders and to make the process as easy as

possible for them” is an implied benefit. Examples of hot emotional hot buttons are

convenience, peace of mind, less stress, safety, security, and ego.

TX Marketing II: Negotiation Techniques 94