By Amy O’Connor
Selling is influencing. Selling is persuasion. And persuasion translates into higher conversion rates.
It stands to reason, therefore, that the words and phrases you choose to influence and persuade your buyer will either help your conversion rates or hurt your conversion rates.
Here are four phrases that aren’t doing you any favors. If you want higher conversion rates, I suggest that you stop using them… immediately!
Phrase #1: “To tell you the truth…”
Buyers already think that salespeople are liars, so saying that you are going to “tell them the truth” actually strengthens this belief. It is almost as if you are calling out “Hey, I was going to just lie to you like I normally do, but listen up, because just this once I’m going to tell you the truth.”
You want your buyer to trust you and to believe that you always tell the truth. Stop parceling out your message in a way that leaves the buyer feeling that you only tell the truth some of the time.
Phrase #2: “I like X.” or “My favorite is Y.”
News flash! The sale is not about you! Keep your personal opinions out of your sales presentation.
Expressing your preferences can make the buyer feel uneasy, especially if they need to tell you that they actually hate your “favorite”. You’re only “favorite” as a salesperson is the one that best matches the customer’s needs. Remember that!
Phrase #3: “Let me tell you…”
This phrase elicits almost audible groans and discernible eye rolls from buyers. Why? Because they don’t really want you to tell them anything.
They really want you to just shut up, listen to them and show them the right product for their needs.
“Let me tell you…” is usually the opening phrase to a salesperson’s long, boring soliloquy about product, features, company history, blah, blah, blah (I even got bored writing this sentence).
You need less telling and talking combined with more asking and listening.
Phrase #4: “If I could…, would you…”
Let’s just call this one what it is. This is a sales trap.
Do you like to feel trapped? No? I didn’t think so.
Buyer’s don’t like this either. This is just downright sleazy selling. Please stop it.
You only enjoy a precious, small amount of time with your buyers. How you spend that time and what you say really matters.
Capitalize on every second and choose the best possible language to make the best possible impression. I promise your buyers will love you for it and will reward you with higher conversion rates.