It's Not What You Say; It's How You Say It!

Guest post by: Michael Johnson
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Make Small Commitments. Get Big Changes. - By Michael Johnson

Successful salespeople know they will sell more by using positive language. Example: Instead of saying, "We can't ship your order until next Tuesday," they will say, "We can ship your order as early as next Tuesday." Put yourself in the buyer's shoes; which statement is more satisfactory? Simply changing or adding a few words to a statement can make it more compelling. "You will get a full 30 percent discount," blows away "We are offering a 30 percent discount."

When you accentuate the positive and create imagery you will make more sales.

I had to smile when I read the creative imagery of a restaurant menu that offered, not simply "bacon and eggs" but, " Two farm fresh eggs with country bacon." It's the same breakfast but one description sounds a lot more appetizing.

Which would sound better to a buyer? "Our product will save your company 2500 a month" or, "You will save your company 30,000 dollars a year with our product." Obviously, the second statement is more attention-grabbing because 30,000 "dollars" is far more dramatic than 2500, even though they amount to the same savings. More importantly, "You will save your company...," makes the buyer both intelligent and a hero. Buyers want to save money. Buyers like to make smart decisions. Buyers love to be heroes.

Because sales are all about what the buyer gets, "We offer excellent technical support" pales in comparison to "You will get world-class technical support."

Instead of saying to a business owner, "Your employees will really appreciate this program," consider saying with a smile, "Your employees will stand up and applaud you for giving them this program." Don't worry; the buyer will allow this bit of poetic license. Even though he/she knows the employees won't really stand up and applaud, the mental image of them doing so is powerful.

The practice of using positive words and phrases will help you achieve more results than you ever thought possible. This skill is developed simply by using it. Start today with prospects, co-workers, family, and friends. You'll begin to reap the rewards that come from accentuating the positive.

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Free PDF Download
Make Small Commitments. Get Big Changes. - By Michael Johnson

About the Author: Michael Johnson

RSS for Michael's articles - Visit Michael's website
Michael Dalton Johnson is an award-winning publisher and successful entrepreneur and business leader. He is Editor and Publisher of "Top Dog Sales Secrets", the bestselling book featuring advice from 50 renowned sales experts. Michael is the founder of SalesDog.com, an educational website for sales professionals. For a free subscription to his weekly sales tips newsletter, visit his website at http://www.SalesDog.com
He has appeared on NBC's Today Show and been featured in U.S. News and World Report, Time, The Economist, The Wall Street Journal, Los Angeles Times, Washington Post, and New York Times. He has been a featured guest on over 200 television and radio shows.

Michael has had a very diverse business background. He is the former publisher and editor of a national political satire magazine. He simultaneously served as Director of Development for an international technical publishing and marketing company which he took from three employees and two products to a multinational corporation with hundreds of employees and over 100 products. He is the founder of several successful businesses. The father of five, he and his wife Kathryn make their home in Rancho Santa Fe, California.

Click here to visit Michael's website.

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It's Not What You Say; It's How You Say It!

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