There is one word, used in everyday conversation, which can derail an otherwise perfect sales presentation. This one little word is often used when responding to an objection, but it can ruin everything else you say.
Words Count
How quickly you capture a customer's attention depends on how carefully you choose your words, according to Maura Schreier-Fleming, author of Real-World Selling for Out-of-this-World Results (First Books Library, 2002).
Schreier-Fleming recommends staying away from one particular word.
Avoid This Word
"If a customer has a concern, our job as salespeople is to listen, to acknowledge and to hear that concern.
"Using the word 'but' negates everything you've said before it," warns Schreier-Fleming. "What your customer hears is the disagreement that precedes an argument."
Instead, first acknowledge the concern and follow with the word "and."
For example, your customer might comment that the process you recommend sounds complicated. You would respond: "Yes, it is complicated and with our technical assistance . . . "
Think about how much better the word "and" sounds - in the sentence above - instead of the word "but."
OBJECTIONS
"We are happy with our current vendor."
When hearing this objection, some salespeople begin their response with "Yes, but we can offer you a lower price" or better quality products, or faster delivery, etc.
A more effective way to handle this objection is to use a soft-sell approach that is very successful.
EXAMPLE
"I understand. Please keep us in mind as a second source. We specialize exclusively in these products and we always keep them in stock. If your current supplier is ever back-ordered on an item you need, give us a call. You can get delivery the next day."
This is a non-combative and friendly response. Instead of a hard sell "buy today" effect, you leave the impression with the prospect that you are there to help. Most sales people are surprised at how often these lost prospects call back later to order.
Would you like to learn how adding 8 words during each call can increase your sales by 50%?
There are specific words that are scientifically proven to be profitable in business. Whether these words are written or spoken, they have enormous power.
In my e-book 102 Tips for Profitable Telephone and Direct Mail Marketing you will discover 14 powerful words and nine compelling phrases that can dramatically increase your sales.
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- Ann
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