BY GEORGE SMITH & DAVID COMPTON
In today’s market, many people have been adversely affected by the conditions that they have found to be very challenging to their peace of mind. Sellers have been under a great deal of stress and buyers are fearful of overpaying for a property that may still depreciate in value after they buy it. Investors are also affected by this same fear. There is no question that emotions are dominating the decision dynamic with your clients today. Your choice of words becomes more critical than ever in assisting your clients in the decisions they make.
In the past, we have emphasized the importance of highlighting the “benefits” of your features and/or services when you make a presentation to a Seller or a Buyer. Also, remember that we identified 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 as possible” is an implied benefit. Examples of emotional hot buttons are convenience, peace of mind, less stress, safety, security and ego. We have categorized some words and phrases to use and avoid when selling the benefits of your services that have more meaningful impact for your prospect. Start practicing using the words and phrases that have positive impact for you.
POSITIVE EMOTION PACKED WORDS:
Admired Fun Progress
Advise Genuine Proven
Affectionate Growth Quality
Aggressive Guaranteed Recommended
Ambition Health Referred
Amusement Highly Relief
Appetizing Home Reputation
Approval Hospitality Respected
Availability Hunting Return
Bargain Increased Review
Beauty Independent Royalty
Capacity Investment Safe
Civic Pride Love Scientific
Confidence Low-cost Secure
Consistent Maximize Sociable
Cost-effective Maximum Status
Courtesy Modern Stimulating
Durable Necessary Stylish
Earning Objective Successful
Economical Patriotism Support
Educated Peace Of Mind Sympathy
Elegance Performance Tasteful
Enormous Personality Tested
Excel Popular Thinking
Expandable Power Time Saving
Expressive Preferred Up-to-date
Friendly Professional Value
NEUTRAL, NON-ASSERTIVE, OR NEGATIVE WORDS TO AVOID:
Possibly I think I might Free
Honestly To Be honest with you I feel No obligation
It could Probably I don’t know
It should I was wondering Perhaps
Buy I believe I guess
Sometimes If, maybe I’m not sure
Could I/you Would you Tell me
May I Can you Risk
THE FOLLOWING PHRASES CREATE “POSITIVE” REACTIONS AND ENCOURAGE INTERACTION:
What is your opinion? I beg your pardon?
What do you think? Will you help me?
Please illustrate….. It’s been a pleasure
What do you consider……? I’m so sorry….
Please explain to me……. You were very kind.
What happened then? It was my fault.
What are the circumstances? Please……..
Describe some of the …… I’m proud of you!
Please share with me …….. Thank you….
That’s terrific! Congratulations!
THE FOLLOWING WORDS AND PHRASES ARE IRRITATING AND CAN CREATE NEGATIVE REACTIONS:
Me, my, mine Understand?
Okay!! Old pal!
Ya know…. Get the point?
Old friend! I’ll tell you what…..
See what I mean? But honestly now!
You don’t say? Don’t you know….?
No, really? To be honest with you …….
Sorry, what did you say? Man……….
Do you understand? Are you following me?
What’s up? Yeah?!
Na……. Uhmmm………
Excuse me? Ahhh……….
I don’t know. You have to ……
Is that right? I can’t………
THE FOLLOWING PHRASES HAVE PROVEN TO GIVE VERY POSITIVE RESULTS, ESPECIALLY WITH BUILDING YOUR BUSINESS-TO-BUSINESS NETWORK. (Incorporate them into your approach to the business owners and managers.)
Increase you networking opportunities.
Maximize your potential.
Increase relocation options.
Increased efficiency.
Avoid duplication.
Control your cost.
Cost-effective.
Educated choice.
Increased awareness.
Make decisions faster.
Eliminate hidden costs.
Encourage new business.
Expand your market share.
Widen your territory.
Develop new markets.
Increase your equity position.
Get your share of the market.
Improve buyer qualifications.
Simplify buyer’s purchase selections.
Stay ahead of your competition.
Receive the best value.
Gain customer/client loyalty.
Keep (or surpass) your objectives.
Keep up with new developments.
Offer the best.
Save you time.
Offer you peace of mind.
Increase your knowledge/awareness.
Longevity of service.
Provide a competitive analysis.
Secure your financial stability.
Provide convenient and reliable service.
Diversification of services.
There are thousands of words and phrases that will help motivate your prospects. Practice using select words and phrases for 21 consecutive days and watch your messages become more powerful.
Good Luck! George & David
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