A Rose by Any Other Name

In past Sales E-Tips we’ve discussed the use of language as a highly effective sales tool. 

Different words conjure up different thoughts and emotions so your choice of words is important.  Tom Hopkins, author of Selling For Dummies lists the following commonly used Sales Terms and their better choice alternative.  From this list you get a sense of what’s needed.  Think of the words you commonly use.  Are they the best choice or are there others that are better?

You say Tomato and I say Tomato
To illustrate the impact word choice can make, look at the first example, the word “contract”.  Immediately we think of legalese, courts, and other threatening images.  How much more pleasant and still businesslike are the terms “paperwork or agreement” instead?  The whole idea is to take negative vocabulary and replace it with the positive alternative.  Practice substituting these choices.  At first it will seem awkward, but over time you’ll feel more comfortable.  And don’t just concentrate on the spoken word.  Look at your company paperwork.  Does it reflect this new attitude?  Does your contract say “CONTRACT”?  Wouldn’t it be better with the heading “Agreement” instead?

   “Heck”, you’re probably saying, “I’ve done it my way for all these years, why change now?”  Well, I have yet to meet the perfect interior plantscape salesperson or one that couldn’t improve.  Here is one easy way to do so.  Now, go get ‘em Tiger.