| The words you use can deliver a very large message, especially when you are on the phone. Here are some common words and phrases that often deliver the wrong message: "Just" This word is inserted as a verbal habit and you might not even know you use it. One of the ways we use the word "just" is to emphasize, as in "I just don't know about this deal!" This use of the word usually works fine, so no worries here. Another way we use the word is to soften, as in "We just don't have the resources, right now," and "We just work with small companies." These are two examples of how using the word can backfire, too. If you want to sound confident, using the word "just" can undermine that. We also use "just" to mean "only," and this is how most people create problems for themselves. Take a look at this example: "I'm just calling to thank you for your business." The trouble is, you're not ONLY calling to thank them for their business, so your words and meaning don't match your true intent. Listeners know this and raise their defenses-and you've got an uphill battle on your hands. In addition, you know you're not only calling to thank them. This disconnect creates enough discomfort in most people to make cold calling all that more uncomfortable. You can unlearn the "just" habit by using good scripts and practicing sales conversations with people who will stop you every time you use the word ineffectively. It can be a hard habit to break, so just be patient with yourself. (See how easy it is to slip that word in?) "I understand." People are often taught to use this phrase to defuse an upset customer, or in handling an objection. The original idea was to validate the other person's point of voice by "understanding" it. Well, now the phrase is so over-used it's a transparent technique that falls flat. Plus, what does your understanding or validation actually do to address the concern or fix the problem? Nothing! Ditch this phrase entirely, except to actually mean you understand something. "Needs" Oh, boy, based on the number of times this word rolls out of sales reps' mouths, prospects have apparently become an awfully needy bunch. Not too long ago, using this word signaled a consultative approach, which was a good thing. Now, alas, "needs" actually sounds unprofessional because it has become trite. Replacing this word takes some work. Here are just (there's that word again!) a couple suggestions for replacements: Instead of "...see if our services may meet your needs" try "...see if our services might be right for you." Or try something like, "I'd like to find out if we've got a business fit." "Solutions" Does this mean you only sell to people who have problems? Well, if you subscribe to the idea of uncovering "pain," the answer to that may be ja-you-betcha...but I digress. Like "needs," describing products and services as "solutions" is now over-used and sounds trite. Not only that, the word rarely suits people's natural style of speaking and so using it makes the speaker less comfortable. Last but not least, using the word "solution" often inhibits your ability to get to the point where you can clearly, simply describe what you sell. So what, you ask? Well, given the choice between a product/service that sounds very complex and a like product/service that sounds simpler, most buyers will choose the latter. And, though your direct prospects may get what your product/service is when you use industry jargon and salesish shortcuts like "solutions," that is probably not true of many of the people who might refer business to you. Reality check: Can you describe what you sell in simple terms? If not, work on it! Changing Verbal Habits Using the above words and phrases are a force of habit that may undermine your sales effort. You'll just have to practice to change those habits. (Darn! Used that word again!) Chime in! Email and tell us how you have replaced the ubiquitous "needs"! |