When you are making a sales pitch, it is key to be thoughtful about what you say—and do not say, according to Harvard Business Review. Word choice matters when you are trying to communicate your message to a potential customer.
Following are ways you can choose words wisely.
- Words such as “best,” “unique,” “innovative” and “cutting-edge” often sound hollow. Instead, use specific, objective terms that truly describe what you are selling.
- Pull back on pressure tactics. Do not use lines about “one-time offers” or “once-in-a-blue-moon promotions” that suggest someone needs to act now. Instead, concentrate on when your customer needs to make a decision, and work toward that deadline.
- Do not overstate special exceptions. Serious customers do not fall for the spiel that you’re making “a special exception” just for them. If you find yourself talking about how you usually do not do this or that, stop yourself and reroute.
- Do not make overarching statements, such as saying: “Don’t you want to save money?” It is a cheap attempt to corner them into saying yes. Also, do not claim you “only” need 10 minutes as it makes assumptions about the customer’s time. Instead, ask them for their priorities regarding what would make them a customer.
