Get Better Answers with One Specific Word

Did you ever finish a telephone conversation with a prospect and wish you had chosen your words more carefully?  If your answer is yes, you are not alone.

Just as there are positive power words that get attention, there are negative words and phrases that can irritate prospects. Marketing research has found that consumers react favorably – and are more likely to buy from you when you use certain specific words in your presentation.

Studies indicate that you can double the amount of information you get from a prospect if you begin your questions with one specific word.

Don’t Kill the Sale

Some words and phrases used by sales people can change a customer who is about to buy into a non- customer who wants to end the conversation quickly. Certain phrases and words are almost guaranteed to kill a sale.

FACT:

People will only buy when they feel comfortable with you, your company and your products or services. When they feel uncomfortable, they won’t buy. Carefully chosen words can make a prospect feel comfortable.

The Magic Three-Letter Word

If you are uncertain about why a client has said or done something, don’t phrase your clarifying questions using “Why.” Instead, use the less challenging “How.”

Questions Not to Ask

These questions sound like an interrogation:

“Why did you change the schedule?”   or

“Why did you decide to buy from the XYZ company?

Prospects may feel defensive with questions phrased this way.

A Better Way to Get Information

“HOW did you decide to change the schedule?”      and

“HOW did you decide to buy from the XYZ company?” asks the person to describe actions.

Because the phrasing is perceived as less threatening, it can actually get you the information.  The difference between “how” and “why” is the difference between conversation and interrogation.

Here is another (less demanding) way to ask this question:

“What went into the decision to buy from the XYZ company?”

Word Power

There is enormous power in your choice of words and phrases when you are talking with a prospect.  The words you use can determine whether you get the prospect’s attention and interest – or whether they will want to end the conversation quickly.