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THE TWELVE MOST PERSUASIVE WORDS
By Dorothy Leeds
Here's a riddle:
What is a salesperson's most basic tool, there at the tip of the tongue, and
yet one of the greatest enhancers he or she can ever use? The answer is
simple: the word. The ordinary, everyday word can turn you into a dynamic,
inspiring and persuasive communicator.
You don't have
to know unusual or complicated words to speak persuasively. You don't have
to have a limitless vocabulary or use big words to make a big impression.
The important thing is to use language that is comfortable for you and use
it in a creative, colorful way.
The 12 most
persuasive words apply to all forms of communication: written, oral,
inter-company and interpersonal. They can also be used in platform
presentations and all interactions with your clients and staff. The key to
persuasive language is to recognize that words offer something more than
their basic meaning; they have emotional content, too. If you want to
persuade, you must search for language that has emotional appeal. While
you're aiming in that direction, you'll find these 12 words (and their
synonyms) coming to your aid over and over again:
1. Discovery
With shades of childhood treasures, this word conveys excitement and
adventure. People like to be part of a team, to participate in shared
activities. If you tell your clients or co-workers that you want to share a
discovery with them, your enthusiasm will be contagious. Let them detect,
find, uncover, recognize and realize the value of your ideas. It will be a
real eye-opener.
2. Easy
Many people are basically lazy and will look for a quick uncomplicated
answer. Sharing it with them will certainly score points and open up
channels of communication for you. "Simple," "straightforward,"
"uncomplicated," "easy to understand": All these terms reassure people that
no hidden difficulties lie ahead. A very powerful statement is made by
combining these first two persuaders and saying, "You'll discover how easy
it is to get the help you need by working with our organization."
3. Guaranty
We are all reluctant to try something new because of the risk involved. Take
away that fear by guaranteeing a sure thing, and you can sell the points
you're trying to make. Assure your clients and staff that if they should
have any questions or problems, you'll be there to help them out.
4. Health
Self-preservation is a great motivator. Let people know how your excellence
and professionalism will relieve their stress and reduce their fears.
5. Caring
Accountants deal with money, which they may think is not an emotional
subject. Today, however, customer service is the number one corporate
concern. Every business needs to show that it cares. If you want to persuade
people, retain clients and staff, let them know you are interested in their
needs and desires and that you care about them.
6. Money
People react perceptibly at the thought of saving or making money. Who
doesn't want to save money, get a bargain, take advantage of a golden
opportunity or profit from an idea that will pay big dividends? Everyone
does; use these phrases wisely and watch your investment in words pay its
own big dividends.
7. New
Let's say that an important part of your business is keeping up with changes
in the law, as well as with the latest technology and computer programs.
Clients want to know about new products and programs that are available to
them; they also want to feel that they are working with people who are
well-informed and up-to-date.
8. Proven
Assure clients that what you're selling or promoting has already been tested
and given the go-ahead. Although everyone likes things that are new, they
also want to know that they're not taking too great a risk. Let them know
your claims have been proven by experts and authorities.
9. Results
This is the bottom line -- where you tell people about what they get, what
will happen, etc. Results are what really count. Let clients know right up
front that they can count on you, your product or your service to produce
the results they need and expect.
10. Safety
Unless your customer has a death wish, the idea of safety is very
comforting. Guarantee your customers' peace of mind. Offer them full
protection, total security; let them know you will protect their valuable
investment. Take away the guesswork and the needless worry.
11. Save
Even the wealthiest people shop for bargains. Why? Because everyone likes to
save. It's not just about money, though: People also want to hear about
saving time and energy.
12. You
I've saved the most important word for last. Persuasive salespeople
personalize their presentations and use this word often. You can't stir up
excitement if you don't address your customers directly. Anything you say
that can personalize your sales approach, make your customers feel special
and show that you're looking out for their best interests will gain you
significant results. And that's really what persuasive selling is all about.
Dorothy
Leeds, an internationally known speaker and best-selling author, has written
10 books, including "PowerSpeak" and "Smart Questions." Her books are the
foundation for her workshops and keynote presentations. A sought-after
consultant, she helps companies, associations and individuals communicate
more, sell more, relate more and think more. Her clients include Fortune 500
companies such as IBM, Pfizer, Primedia and Merrill Lynch.
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