Words NOT to use in a sales call

Last year in Issue 2 of Weekly Sales Tips, we listed six "positive power words" that get attention during opening statements. Just as important are negative power words and phrases that should NOT be used in opening statements. What are NEGATIVE power words?

Marketing research has found that most consumers react in a negative way when hearing certain words and phrases during an initial sales call. These words have the effect of appearing to TAKE something AWAY from consumers, as opposed to benefiting them in some way. Instead of "gain" and "value," the prospect is thinking of "lose" and "deprive."

Instead of answering the prospect’s "What’s in it for me?" question, negative words and phrases cause the prospect to feel IRRITATED and begin thinking of ways to end the call.

NEGATIVE POWER WORDS

Examples of negative power words and phrases:

"I’d like to TAKE some TIME to tell you about. . . ."

(The prospect is thinking: "I don’t HAVE any TIME
to give away!")

"I’d like to TAKE a few minutes of your TIME to . . ."

(Prospect’s thoughts: "A few minutes? I don’t have a few minutes to lose.")

"I’d like to TAKE about 5 minutes of your TIME. . ."
(Prospect: "FIVE MINUTES! I’m busy I don’t

HAVE five extra minutes today!")

You may feel that ASKING for time is the polite and courteous thing to do on a first call, and you are right. But there are ways to do this so the consumer won’t feel s/he will LOSE something as valuable as TIME.

Depending on the area you are calling and how RUSHED the prospect sounds, one of the following statements can get a better reaction:

1. "I’m giving you a QUICK call today to let you know about a GREAT sale on . . . "

2. "If this is a good time for you, I’d like to tell you about a TERRIFIC new product. . . ."

SHOULD YOU ASK FOR TIME?
I’ve heard some very successful sales professionals say they NEVER ask for time. Instead they go right into their sales (benefits and value) presentation. Example:

"Good morning Mrs. Smith. This is Jeff Green calling from ABC Office Systems here in Denver. We specialize in supplying area [fill in type of business you are calling] firms with quality laser cartridges. The reason I’m calling you today is, we may have a way for you to get better quality cartridges that last longer. I’d like to ask a few questions to see if this is something you would like more information about."

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