In the last volume of TOP GUN® Sales Tips we discussed how advertisers have known for years that certain words have great psychological impact on us. These words evoke deep feelings, bring back memories and often motivate us to look at things in totally new ways. Often the result is that we decide to try something we have never tried before.
In the last article we looked at the first 8 of what I consider to be the top 16 most persuasive words that we as sales people can use with our prospects and customers. Here are the next 8 for you.
If it's new it must be better. At least that's the psychological link that most Australians make. We love new things and we like to be on the cutting edge of new technology and new ideas. We are "Early Adopters" and one of the best examples of this has been the way Australians embraced the introduction of Cell Phones here in the 1980's. I believe we are number one or number two in the world when it comes to the percentage of Cell Phones in use, compared with the adult population of Australia.
Almost everyone has one and every year a high percentage of users trade up to the newest version and replace perfectly good phones. So if what you have is new, you can be fairly safe in stressing this with your clients who in most cases will equate it with being better and able to give them advantages over their current situation.
Bottom line results is the name of the game. If you have a product or service that can produce measurable, tangible results then make sure you talk in terms of these results with your prospects. Be prepared to prove your claims though.
As a general rule most people don't like to buy but they do like to own. Buying means making a decision and most people don't like to make decisions, even small ones.
There is also an element of risk in most people's minds associated with buying. However, owning something is an entirely different matter.
We love owning and enjoying the benefits of having things. So speak to your prospects about what it will be like when they own your product or service, rather than when they buy your product or service. Thoughts of owning rather than buying, transports your prospect into the future where they will associate your product or service with feelings of pleasure and of being safe.
Advertisers really understand how this one presses our psychological buttons don't they. We've all heard that there is no such thing as a free lunch, yet we can't help being attracted to the notion that one day, some day, maybe today we will get something for nothing.
So when you structure your offer, consider including certain "extras" free. They will generally be perceived as "extra value" and a pleasant surprise. Another variation of free is ...
Freedom is something we all value highly. People die in the name of freedom. It's a word we've been condition to desire.
Does your product or service provide freedom in some way?
Freedom to use one's time more efficiently or to do the things we'd prefer to do. Freedom from boredom, drudgery, repetitive tasks. Freedom to enjoy life, time with our loved ones etc.
Freedom of choice. If you can deliver freedom to your prospect, use the word. It's counts for a lot.
To say our society is becoming health conscious is an understatement. The health industry is one of the fastest growing industries in the world today. Vitamins, health drinks, health resorts, health clubs (used to be called gymnasiums) etc are all the rage. If your product or service delivers a healthier life style in some way, tell your prospect how it will do this.
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Best is one of those "absolute" words that grabs attention.
If something is the best, then it's a one off. Nothing is as good. It stands out from the rest. It's the best and everyone likes a winner. Advertisers have conditioned us for years to believe that "we deserve the best". "Nothing but the best will do!" and Tina Turner has had us chanting at the football..."You're simply the best!"
If your product or service is the best, then tell your prospect what makes it the best and be prepared to back up your claim with the facts and with the evidence.
We've also been conditioned to know that "the best costs a little more... but it worth it". Ask a BMW owner why they don't drive an Australian or Japanese made motor vehicle. They'll tell you that BMW is the best. Is that true? Not necessarily, is it?
I guess you've heard this one before. When discussing the price with your prospect, don't call it the price, call it the "investment".
People don't want to pay the price, but they are happy to make an investment. The word "investment" has a psychological link to a pay back over and beyond the amount of money involved.
Talk about the "return on investment" that your product or service will provide. Explain it as a business proposition with a handsome payback on the initial investment. Work out the figures and present them to your prospect.
Well there you have them, all 16 Power Persuasion words.
Have a great week this week. Make it a great week!
Wayne Berry CSP*