Selling is about your prospects, not about your company. A simple way to make that clear is by using the word "you" as much as possible. Think back to your childhood -- did your parents ever tell you it was impolite to talk about yourself? Apply that rule here. Every time you might be tempted to phrase a sentence from the perspective of your company, find a way to rework it to make your prospect the subject.
"Customers don't care about features and benefits," Colleen Francis, owner of Engage Selling Solutions, writes in her book Nonstop Sales Boom. "They only care about value and achieving their objectives." Again, it's about them, not you. Skip over all the amazing features your product or service contains and instead make it clear how your offering will create value for your prospect's business.
This is a clever replacement for "but" when dealing with criticisms or objections. The word "but" signals to the prospect that you are about to utter a statement that runs counter to what they'd like to hear. "And" by its very nature is inclusive -- you seem to agree even when you're disagreeing. Consider these two examples from Sales Coach Seamus Brown:
"I see that you only have a budget of $50,000, but let me tell you why our system costs $100,000."
"I see that you only have a budget of $50,000, and let me tell you why our system costs $100,000."
Brown points out that the second sentence acknowledges the prospect's budget, while the first steamrolls over the problem and makes the buyer feel ignored. What a difference one word can make.
Many sales experts recommend using "do" instead of "try." For instance, instead of "I'd like to try ... " say, "What I'll do is ... " This makes the seller seem competent and trustworthy, and boosts the prospect's confidence in them.
If you present a single proposal to a client, you only give them the option of accepting or rejecting. But if you present them with two or three different variations on your proposal, suddenly you've doubled or tripled your odds of receiving some form of a "yes." So in negotiations don't just ask if they'd like to sign the contract, ask if version A or version B or version C is preferable.
6) Should we ... ?
Most people balk at being told what to do -- especially when the person dishing out orders is not a member of their organization. With this in mind, the phrase "you should" can come off as arrogant and presumptive. Reformulating suggestions as questions helps the prospect keep an open mind and diminishes the potential for the conversation to take a nasty turn.
According to The Challenger Sale, "Widespread support for a supplier across their team is the number one thing senior decision makers look for in making a purchase decision." So words that express agreement among stakeholders -- such as "support" or "consensus" -- could have a significant impact on your primary buyer's mindset. If you have backing from the entire team, play it up as much as possible. If you don't, stress how you're going to attain it.