What does the word
deal bring to mind? For most people, it brings to mind something that we’ve
always wanted, but never really gotten—a good deal. Rather than risk turning
off a potential client with a word that could raise their defense barriers, I
strongly suggest you use the word opportunity. Opportunity is a much more
positive word. It brings to mind thoughts of getting ahead, getting a break, or
taking a chance on something with a positive potential outcome.
Another alternative
for the word deal is the word transaction. In B-B situations, you are
transacting business. So call it what it is – a transaction. Using the term
deal just might start your buyer down the road to second-guessing the decision.
It might also turn the sale into a negotiation that might have been avoided if
you hadn’t raised a red flag with your words.
Few business
professionals put much thought into the words they use when speaking with
clients. They don’t seem to understand that words have the power to make or
break a sale at any stage. You could have clients excited about your product or
service and ready to go ahead and say one wrong word. The sale comes to a
screeching halt and you aren’t even sure why. The clients stall. They
back-pedal. They want to think it over. What happened?
You said something
that created negative emotions. You created doubt either in the benefits they
will receive from the product or about the value they’re getting for their
investment. They got scared and created a quick defense barrier to keep the
sale from going any further.
You see, words create
pictures in our minds. Those pictures then cause us to have certain
emotions—either negative or positive.
The goal of anyone in presenting distribution opportunities
or in a position where they need to persuade others is to create only positive
emotions with positive mental pictures. Negative mental pictures create fear or
cause people to raise defense barriers against whatever you’re proposing. They
can cause people to lose interest in you, our brand or the product itself.
The key to closing every opportunity or transaction is to eliminate
fear in the minds of our potential clients. It works like this: Words create
pictures that create emotions. And, people make buying decisions emotionally.
Then, they defend their decisions with logic. So, it’s critical to closing that
you understand how to eliminate negative emotions and create positive ones.
I have a list of 17 words that I recommend you eliminate
from your vocabulary. Here are just a few:
1. Cost or Price. What
comes to mind when you hear those words? For most people, they envision their
money leaving their wallets. Or, their debt increasing. Neither of those are
positive images, are they? Rather than using the words cost or price, use the
phrases total amount or total investment. Do you feel the difference? The term
amount isn’t as strong a negative as cost. And, the term investment has a
positive connotation. When you make a wise investment, you get something of
value for it, don’t you?
Don’t say: This product costs $500.
Say: The total investment for radio distribution is only $499.
2. Contract. What
happens when we get involved with a contract? First of all, it’s a legal
document. Mom and Dad have always told us never to sign one and to read the
fine print. To get out of one often involves a lawyer. So, how are you feeling
about this word now? Eliminate it from your vocabulary if you want to increase
your sales volume. Instead, use the terms agreement, paperwork, or form. We all
know they mean the same thing as contract. They just don’t create the negative
mental image of one.
Don’t say: Let’s fill out all the details on our contract so you can get started.
Say: Let’s put everything in writing on the agreement to see if getting
started even makes sense.
3. Sign. This
word needs to go the way of the word contract. That’s because they create
hesitation in the mind of the buyer. Use the words approve, authorize, endorse
or okay. Say something like this when it’s time to close: John, if you’ll just
approve the paperwork right here, we’ll welcome you to our family of satisfied
clients.
Don’t say: John, if you’ll just sign right here, we’ll get your release date set
up.
Say: John, with your approval right here, we’ll arrange for distribution of
your music at your convenience.
4. Cheaper. Do
you really want to have your clients think your product or service is cheaper?
Look it up in a thesaurus. The other similar words aren’t conducive to good
thoughts on the part of your buyer. Replace cheaper with more economical.
Don’t
say: Our product is cheaper than the
competition.
Say: Our music services/distribution products are more economical than that
of the competition.
Please also keep in mind that every closed sale equates to
the opening of a new relationship. Every relationship you develop in a positive
manner with the people you serve, will bring you closer to achieving the goals
you have set for yourself personally and with your loved ones. Every satisfied
client has the potential of introducing you to many more people you can serve
with your product or service. The more professionally you handle their needs,
the more likely you will receive a steady stream of leads and referrals.
Referred leads are the best kind because those folks will already have a
positive impression about you and your product from their friends or relatives,
which makes closing transactions easier and easier every time!
- PMG offers innovative marketing
strategies to successful Artists, Managers, and independent labels who count on
us to provide responsive, personal service and strategic brand management.
Ultimately, our goal is to establish long-lasting relationships built on integrity
and mutual trust as we help guide our clients along the path toward commercial
well-being.
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