It is Not What You Say, It is What They Hear!


Top 7 Words to Avoid (if you want to make the sale)

Many salespeople use words every day that convey the wrong message, or minimally an unintended message, and wonder where the prospect is went. When we learn to sell, often we learn through ‘On the Job Training’ which means we practice trial and error on our clients. This practice is very expensive and leads to bad habits.

If you want to improve your closing ratio, take action to remove these seven words from every part of your presentations, demonstrations and closing practices.

Try- ‘Try’ can be defined as the lowest form of commitment. Informing a prospect you will ‘try’ on their behalf indicates a low level of commitment from you and, if you can ‘try’ then they can ‘try’ as well. Avoid this habit word at all costs, nothing good ever comes from it.

Mostly- I challenge anyone to give a strong presentation or close a transaction using the word ‘mostly’. If you want your client to dis-engage, tell them you ‘mostly’ believe in your product or service.

Probably- Different word, same drill. Imagine asking your spouse to join you for dinner and his/her response is ‘probably’.  Imagine your client asking you a question about inventory, quality, or pricing and the quick answer you give is ‘probably’.  Definitely eliminate 'probably'!

No- The perfect word for more french-fries or perhaps foreign policy, not the perfect word for sales; if we do not pay close attention to timing, the word 'no' can cost us a sale.  Even if you are using a ‘take away’ technique, offer alternatives not a dead-end. Next time replace ‘no’ with "I will look in to that", "That is a great question", or "Let me get back to you" during your investigation or presentation.

Sorry- Where I was raised, ‘sorry’ meant I will not do it again. We retreat to ‘sorry’ as a means to cover up sloppy presentations, poor client service, or inefficient product delivery.  ‘Sorry’ is a promise that the situation will never happen again. Used too often ‘sorry’ indicates broken promises and your credibility is lost and so is the client. Instead, show compassion by stating, "I regret that", "I wish that had not happened", or "I understand".

Can’t- Didn’t we learn this one in grade school? Imagine a HUGE ‘Stop’ sign in the middle of your road to the sale, that is what “can’t” is. This sign indicates a stopping point; using this word will raise more questions than needed, both verbally and mentally, for your client. Use words or phrases that cast doubt, such as “I am not sure” or “maybe”. Be careful not to replace “can’t” with ‘try’.

Honestly- What is the opposite of ‘honestly’? In sales, the opposite of ‘honestly’ is ‘no credibility’ which leads to ‘no sale’. Again this is a habit word; phrases like ‘to be honest with you’ are distracting to a client, it begs to question your sincerity. Work hard to use terms like "What we have found", "Our clients prefer", or "In my experience".

We know sales are made or lost by words, think hard about the words you use. In your next roll-play (not client presentation, professionals practice away from their clients), avoid these seven words and see how the sales situation is improved.  Once you are comfortable, use them with a client and improve your closing sales ratio.

You were born to win, but to be a winner, you must plan to win, prepare to win, and expect to win. -Zig Ziglar

Kip Miles is the President of 5 Miles Consulting, a retail automotive consulting and training company. Prior to starting 5 Miles Kip enjoyed a successful and diverse 20 year career in the retail automotive business beginning as a lot attendant and ending as a multi-franchise Dealer. Kip enjoys surfing, running, and watching his 3 daughters grow up. He and his family reside in Southern California.

Views: 30

Comment

You need to be a member of DealerELITE.net to add comments!

Join DealerELITE.net

Comment by Tree King on March 30, 2011 at 9:53pm
Great article, so true!
Comment by Marsh Buice on March 30, 2011 at 9:51pm
Great post Kip
Comment by Joe Clementi on March 30, 2011 at 12:29pm
Simple is always better and you explained your point very well.  Nicely done!

Latest Activity

Damian Boudreaux's blog post was featured
3 hours ago
John Sternal posted a blog post

Auto Dealerships See Avg. 20% Rise in Profits Under DOWC

According to Protective Asset Protection, it is estimated that auto dealers leveraging a…See More
12 hours ago
Black Book posted a blog post

Depreciation Rates Improve

Welcome to this week's edition of Black Book Market Insights, with in-depth analysis of used car…See More
14 hours ago
Jim Flint posted a video

Website Taxes

Are you paying "tax" on your website to Google? CEO & Founder of Local Search Group Jim Flint explains in this video blog.
15 hours ago
Damian Boudreaux posted a blog post
15 hours ago
Simon Hopes posted a blog post

Getting Your Car Restored to Its Original Shine

Some of us may have had all good intentions of looking after our car when we first bought it. We…See More
19 hours ago
Bobby posted a video

Bobby Compton ~ Motivational Listener

Moreover, look for able men from all the people, men who are trustworthy and hate a bribe, and place such men over the people as chiefs of thousands, of hund...
yesterday
Bill Wittenmyer posted a video

Witt's Wise Words: Super Workers vs Supervisors

Bill Wittenmyer shares the difference between super workers and supervisors in this week's episode of Witt's Wise Words. To read the full article, click here...
yesterday
Scot Eisenfelder's blog post was featured
yesterday
Daniel Ross posted a blog post

Males's Socks - Picking Design and Comfort

The most fundamental of all men's devices, and the one utilized for convenience as well as style is…See More
Sunday
Samuel posted a blog post

Free Alternatives to Adobe Photoshop

Photoshop is an impressive piece of software, but it comes with quite a high price. If you're an…See More
Saturday
Tony Provost posted a video
Friday
Scot Eisenfelder posted a blog post
Friday
Bill Wittenmyer posted a video

Freebie Friday: What's the Most Important or Overlooked Task Inside the Dealership

Bill Wittenmyer shares what the most important (or overlooked) task in a dealership is and why in this edition of Freebie Friday. Read the full blog article ...
Friday
Jim Flint posted a blog post
Friday
Maria Watson posted a blog post

The best profitable automotive ideas

The automotive industry is getting expanding day by day. Lots of new business ideas are now popping…See More
Friday
Noel Walsh's video was featured

The "I Need to Talk to My Spouse" Sales Objection

In sales we have all dealt with this objection! Here are two rebuttals to properly address and lead this objection towards a sale!
Friday
Jeff Cowan's blog post was featured

Write Service Podcast: Episode 59- Why I'm the Most Expensive

This week, Jeff addresses a growing concern within the industry- price! He discusses why Pro Talk…See More
Friday
Jeff Cowan posted a blog post

Write Service Podcast: Episode 59- Why I'm the Most Expensive

This week, Jeff addresses a growing concern within the industry- price! He discusses why Pro Talk…See More
Thursday
Rob Gehring posted blog posts
Thursday

Get Newsletter

© 2019   Created by DealerELITE.   Powered by

Badges  |  Report an Issue  |  Terms of Service