10 Power Words Salespeople Should Start Using
What you say and how you say it matters when you work in sales because using the right words can generate a positive response from your customers. Certain words trigger predictable behaviors; words can also trigger feelings towards a person, product, or service. Seasoned salespeople use trigger words with customers to increase their ability to motivate shoppers and get more sales closed.
Any salesperson can increase their close rates greatly by swapping out a handful of words they normally say with high-impact trigger words.
Here is a list of 10 words that will encourage customers to respond favorably to your sales presentation and improve your future sales.
1. Advantage
Why should customers care about your product or service? Because you need to state the clear “advantage” over the competition. A single reason why your product has an advantage over the competition.
The advantage you provide to customers should stick out in their minds and be memorable. Select one unique fact that makes your offer special, and leave customers with an unmistakable detail worth remembering as they check out stores or dealers.
2. Amazing
“Amazing,” “incredible,” and “exciting” are great power words used to describe a product or service, and everybody wants to be amazed. The word amazing triggers positive emotions and inspires us to take action. It provokes joyful memories they felt when they were amazed. It’s that feeling of joy that everybody wants time and again. Customers do not want products that are just ‘good enough,’ they want something that will ‘wow’ them.
But remember that people hate being oversold on something that fails to deliver on your promise that it’s amazing, so only reserve this word for products or services you genuinely believe.
3. Avoid
Use the word “avoid” to your advantage when talking to a customer. This word is so powerful when you use “avoid,” it puts you at an advantage. With the word “avoid,” you are telling customers to avoid a specific problem that will either inconvenience them or cost them extra money in the future.
Effective salespeople focus on selling opportunities to help customers achieve their goals and, at the same time, provide them protection against potential losses. Loss aversion is a fundamental principle in economics and decision that encourages people to act in ways that allow them to maintain what they already have and help to prioritize gaining more possessions. Savvy salespeople make it a point to call out ways their solutions help customers gain something AND avoid future losses.
Some customers are quickly sold on ideas that help preserve their existing situation. Brilliant salespeople can convince customers their product or service is worthwhile if it promises to protect their current investment or improve their lifestyle.
4. Because
“Because” is a word used to support a specific action or reason. In sales, “because” is used to validate why your customer needs to buy your product or service. “Because” produces a strong cause-and-effect relationship. During the sale, you will want to prime your customer to believe your suggestion is necessary to receive a specific result.
For example, you insist a customer buys an SUV because it’s larger, heavier built, and safer for their family. Or, SUVs offer a commanding view of the road because you sit higher in the car, therefore having a better view of the road, which keeps your family safe and sound.
The word “because” associates direct results with your product or service, and buyers become convinced that your solutions will help them achieve more of their goals.
5. Fix
“Fix” is another favorite trigger word to use in sales. Use “fix” after understanding your customer’s challenges and pain points. Then you can offer them a solution that can “fix” their problem.
You’ll earn a captive audience when you tell customers you have a way to “fix” their problem. Although customers are attracted to exclusive deals and shiny offers, ultimately, they are loyal to businesses that can fulfill their basic needs, making their problems disappear and improving their lives.
The first step to using this trigger word is identifying what your customer is struggling with. It will be different for each customer, but if you take the time to listen to each one, you’ll realize that they’re all struggling from a problem that needs to be “fixed.” The last step is to point out their problem and offer a solution that can “fix” that problem.
6. I don’t know
By admitting, “I don’t know,” salespeople can inadvertently build trust with customers. Rather than guessing the answer to a question they are uncertain about, successful salespeople note down the questions they can’t answer right away, then take time to research the correct answer. Saying “I don’t know” also eliminates the risk of having to recant your words later.
Some salespeople feel ashamed to say, “I don’t know,” but customers prefer working with honest salespeople. Most customers wouldn’t mind if you took the time to find the correct answer for them. A good way to admit “I don’t know” is just to say it, then use the customer’s unanswered question and follow up with them later.
Another reason to say “I don’t know” is because customers may bait you with a question they already know the answer to. They are testing your honesty and want to see how you would respond, but saying, “Good question, I don’t know, but I will find out and let you know” can open the door for further discussion and a future sale.
7. Image
Put customers in an optimistic mindset by asking them to “imagine” the opportunities they will have after purchasing your product or service.
Ask customers to “imagine” how your product will help make their lives better, easier, or help achieve their goals.
Customers who “image” find it easier to apply it to their personal lives are more likely to agree to complete your sales offer. Having a customer “imagine” the results they can achieve with your solution is much easier than trying to sell them on your sales pitch.
No matter who your customer is, they all want to buy the same thing, better versions of themselves. When they can imagine how your product or service helps them enjoy a better life, you will have them hooked.
8. Help
“Help” is an all-time favorite trigger word. Using the word “help” can help close A LOT more deals.
It is a human tendency to seek “help” before trying something new; this applies to your customers as well. Just hearing the word “help” puts the customer’s mind at ease and opens up to your advice.
Ask your customers what you can do to “help” them, then LISTEN. It will surprise you at how much information you can learn about them. You’ll discover pain points about what your customer is experiencing that you would’ve never thought of.
Show your customer that you appreciate the time they took to see you and offer them help. Then use that information to help sell your product or service.
9. Now
The selling process can be slow and exhausting. By including words like “now,” you can move the sales process forward and hopefully close the deal. Selling is about urgency and the word “now” is one of the best ways to create a strong sense of urgency. Salespeople can proactively create a sense of urgency without sounding too forceful.
To begin, you need to demonstrate all the benefits your customers will receive if they buy your product or service “now.” Clearly outline the immediate values and benefits of the product or service. Next, what you can do to help make their buying decision easier “now.”
Finally, suggest to customers that “now” is the perfect time to purchase. By doing so, customers won’t take days or weeks to say “yes.” Instead, they will try to convince themselves or their family that your offer is worth investment and provide you with the answer sooner.
To begin incorporating “now” into your sales scripts, here are three questions you can use to ask customers:
- “How would this help your life if you purchased now?”
- “What would happen if you didn’t purchase today?”
- “What other choices are you considering today?”
Complete the sales process today by saying:
“May I go ahead with the paperwork now?”
10. Value
Everything has a price tag attached. To close a sale, the salesperson usually discusses the cost with customers. However, you don’t want your customers to focus on the cost or what they have to spend.
Focus on the value of your product because the word “value” influences the customer better. That way, you make them think about what they’re getting instead of what they’re giving.
For example: “You can get this car for $XXXX.xx.”
Instead, you can say: “This car is a great value at $XXXX.xx.”
Shift the customer’s focus away from why they should pay more and address the value they are receiving.