Today’s guest post comes from Lee B. Salz, who recently wrote the book Sales Differentiation. I encourage you to check out the book, as well as my two interviews with Lee at the end of this post.
The most powerful sales differentiation tool in a salesperson’s toolbox is the words used, and not used, with buyers. Some expressions excite buyers and compel them to want to do business with you. There are also expressions that quickly turn buyers off.
That means that salespeople need a moment of pause when planning buyer communication, so they use words that positively differentiate them.
Let’s first look at an expression that is deeply ingrained in our communication style. These two words are pervasive in the sales profession. This sentence starter is guaranteed to repel buyers. It makes them want to do business with your competitor instead of you. Those two words are “I want.”
Many sales training courses teach