Digital Dealer - October 2019 - 45

USE POSITIVE WORDS. INSTEAD OF TELLING A
CUSTOMER, 'WE DON'T HAVE THAT PRODUCT IN
STOCK...' TRY, 'WE CAN GET IT FOR YOU WITHIN...'"
down in the trenches every
day. He uses words and
communicates in a way that
let his audience know that
he "gets it" and then he tells
it like it is. He comes across
like the guy who has been
there, done that, who started with nothing and built it
into something. He does not
come across like the guy
wearing the $6,000 suit who
creates the impression that
he is better than everyone
in his audience. Often, it is
not what you say, but how
you say it. You can use the
right words but still, say or
present it incorrectly.
As an author (Who
Stopped the Sale? and
Who Knew?), I am keenly
aware of words that have
no meaning, words such
as very, really, good, a lot,
just, nice, and others. They
are non-descriptive and do
not add value. Additionally,
with overuse, once-powerful
words lose their meaning
and impact.
In business, words have
a profound impact that can
positively or negatively influence how you are perceived
and received. People will
remember you more if
you say something with
substance. For example,
saying it is a nice day is not
memorable. Saying it is a
nice day because while the
sun is out, the temperature
is ideal, you will make a
memorable impression. Or,
if you tell a customer that a
television is state-of-the-art,

they will easily forget it. If
you tell them it has video
chat capabilities that let you
share a movie night "with"
their daughter who lives two
states away, they'll remember.

CHOOSE YOUR
WORDS WISELY

Choosing the right words
is not difficult. But it does
take practice and attention.
The first step is to identify
the words you commonly
use in speech, writing, and

but, and similar words that
convey uncertainty and a
lack of commitment. Instead
use confident action words
like believe, know, do, and
will. You would never tell
your child, "I will try to love
you," you say, "I love you."
And, you would never say, "I
might be able to help..." you
tell customers that you "will
help them..." Your boss will
respond positively when you
say, "I know that doing this
will..." instead of, "I think

THE FIRST STEP IS TO
IDENTIFY THE WORDS
YOU COMMONLY USE IN
SPEECH, WRITING, AND
THOUGHT. THEN THINK
ABOUT HOW THEY COME
ACROSS WHEN YOU
PRESENT THEM."
thought. Then think about
how they come across
when you present them.
When choosing words,
these guidelines will help
ensure your message is
positive, effective, and
clear.
 AVOID NEGATIVES.
Words such as can't,
won't, don't, and shouldn't
communicate negativity.
Use positive words. Instead
of telling a customer, "We
don't have that product in
stock..." try, "We can get it
for you within..."

 USE ACTION WORDS.

Avoid using try, think, might,

that doing this might..."

 COMMUNICATE
CONVICTION. Instead of

saying you have to, which
implies you have no choice,
let people know you want
to. This communicates confidence and inspires others
to action. Along these lines,
never use the word probably. It conveys hesitation. If
you truly are not sure, say
so.
 Never show off. While
you may have an extensive
vocabulary, using words
for the sake of showing
your intelligence conveys a
sense of superiority, which
D I G I TA L D E A L E R . C O M

no one appreciates. Think
about where you are, whom
you are talking with, and
the situation before you use
your big words.
 PERSONALIZE YOUR
COMMUNICATION.

Listen to the person you
are speaking with, and use
words that show you are
listening and communicating relevant, meaningful
information.
Think about the impact
your words have on others.
The way you speak - the
attitude and tone - is a reflection of who you are. Your
words impact everything
and everyone around you.
They can contribute to your
success or "non-success"
both in business and your
personal life. So, next time,
think before you speak. It
will make an immediate
difference.
RICHARD F. LIBIN has written
two acclaimed books that
help people of all walks of
life improve their sales skills,
because as he says, "Everyone
is a selling something." His
most recent book, Who
Knew?, and his first book,
"Who Stopped the Sale?"
(whostoppedthesale.com), is
now in its second edition. As
president of APB-Automotive
Profit Builders, Inc., a firm with
more than 50 years experience
working with both sales and
service professionals to build
customer satisfaction and
maximize gross profits in their
businesses through personnel
development and technology.
EMAIL: rlibin@apb.cc

OCTOBER 2019

45
http://www.whostoppedthesale.com http://www.DIGITALDEALER.COM
Digital Dealer - October 2019

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