Actually, it makes a very big difference.
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.
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.”
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.”
“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 response without the word “but.”
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