Salespeople don't realize when their sales language is negative and costs them sales. Here’s how salespeople need to mind their p's and q's.

“But I am Worried About It!”

Ever since we were young, we have been taught to watch our language.   'Mind your p's and q's, and if you don't have anything nice to say, don't say anything at all.' 

A salesperson knocked on my door the other day.  The experience served as a reminder that professional salespeople must also watch their language, their sales language that is. 

Every time I asked a question, he responded with 'don't worry about it'.  The whole experience reminded me that everything we say to a customer can affect their perception of us, and not always in a positive way. 

Your Sales Language Affects the Sale

Our statements can often prevent a sale from moving forward.  Comments like 'don't worry about it' essentially tell the customer that you have dismissed his concerns as not being important.  Until the customer feels confident you understand his needs, he simply will not buy. 

Most times, salespeople don't realize their sales language is negative.  For example, one sales representative used to say 'understand me?' after he made a benefit statement. Another would say 'you know what I mean?' or the dreaded 'you follow me?' 

These salespeople believe they are inviting questions from the prospect however, the customer is thinking 'Of course I know what you mean.  I am not stupid!'  The customer feels belittled and therefore is not comfortable asking questions.  He doesn't receive the information he needs to buy, and the sales person doesn't make the sale! 

A Better Way to Invite Questions

A better way to invite feedback from your prospect is to say 'do you have any comments, questions, or is there anything I have not explained clearly?'  This tells the customer it is OK if he has questions because it was your fault for not explaining yourself clearly in the first place.  This will result in more questions being asked and the sale will move forward more quickly. 

If the customer states an objection, don't start your response with 'but, Mr. Customer…'  Doing so only makes you appear argumentative.  You have basically told the customer what he is saying is wrong.  Learn how to handle sales objections properly. 'I understand what you are saying Mr. Customer, however, have you considered…' will work much better. 

If you don't have anything nice to say about your competition, then don't talk about them at all.  Promoting how working with you will benefit the customer is much more effective than putting down your competition. 

Improve Your Sales Language

Aim Higher!

Susan A. Enns, B2B Sales Coach and Author
Schedule a free sales coaching strategy session with Susan here.

“… what I can tell anyone, is simply this – If you want to learn and understand sales, talk to Susan.”

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