(Read time: Less than 3 minutes)
Google “words that sell” and you’ll retrieve over 86 million hits – including a 1987 book by that title. Allow me to save you the trouble. This is my pick for the top five for selling in the industrial wholesale evironment:
1. You. Customers want to know you’re talking to them. Instead of saying, “Customers who bought this cordless drill saved money in labor,” say, “You’ll cut down on labor costs when you own this drill.”
2. Money. Everyone likes to know that they are getting good value, yet many salespeople avoid talking about money. By telling the customer right away, “You’ll save money on labor costs when you own this drill,” the money issue is addressed early in the sale and won’t be a deal-breaker later.
3. Guarantee. Many products have guarantees backed up by the manufacturers. Though often neglected as a sales tool, it rates high as a deciding factor for customers. By offering a guarantee, it takes the pressure off the buyer who fears making a wrong choice.
4. Benefit. Everyone knows to sell benefits, not features, but often the customer is unaware of the benefit unless it’s pointed it out. Saying something like “When you own this cordless drill, an added benefit is the money you’ll save on extension cords” can be helpful to the buyer.
5. Customer’s name. Dale Carnegie said years ago that people love to hear the sound of their own names. Using a customer’s name personalizes the sales process and keeps a presentation from sounding canned; however, avoid overusing the name because it sounds insincere.
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