Selling isn’t a game of inches, like football.
It is a game of words and symbols.
And just as one inch can mean the difference between a crucial first down or touchdown, a victory or defeat, one word can determine whether a seller earns or blows a sale.
Let me be utterly specific.
At Time-Life Books, where I cut my teeth on cold calling, and one-call closing, we knew that by saying “What I’d LIKE to do is get this book out to you” we would succeed only half as often in evoking approval as saying, “What WE’LL do is get this book out to you. ”
As you can imagine, I have spent years teaching this crucial difference that makes a difference to thousands of salespeople.
It is a lesson that never grows old or irrelevant. Even the most seasoned veterans of the sales game develop amnesia when it’s time to remember it.
When book readers call me about my audios and videos I remind myself to not get lazy or so over-confident that I break this rule:
Assumptive language closes more deals than permission-asking language.
What WE’LL do says, here we come, ready or not; we’re in motion, so jump on board!
What I’d LIKE to do states a selfish preference, causing the listener to make an uncomfortable decision: Should I let him do what HE wants me to do?
There are times in selling when you can relax a little, where one phrase may be as good as another.
But they’re rare, and if you absolutely KNOW that one word is more achieving than another, yet you fail to use it, it's like fumbling a sale on purpose.
Dr. Gary S. Goodman is the best-selling author of 12 books and more than a thousand articles. A frequent expert commentator on radio and TV, he is quoted often in prominent publications such as The Wall Street Journal and Business Week. His seminars and training programs are sponsored internationally and he is a top-rated faculty member at more than 40 universities. Dynamic, experienced, and lots of fun, Gary brings more than two decades of solid management and consulting experience to the table, along with the best academic preparation and credentials in the speaking and training industry. Holder of a Ph. D. from the Annenberg School For Communication at USC, an MBA from the Peter F. Drucker School of Management, and a law degree from Loyola, his clients include several Fortune 1000 companies along with successful family owned and operated firms. Much more than a “talking head, ” Gary is a top mind that you'll enjoy working with and putting to use. He can be reached at: firstname.lastname@example.org .