Since I was a kid I've always been interested in Marketing. Most people think of marketing as just "advertising" however Marketing involves so much more than advertising and sales. One aspect of Marketing involves the careful delivery of messages from sales people to customers.
Have you ever noticed how one sales person will be pushy whereas some will be inquisitive and ask a lot of specific questions and then try to actually address your needs?
The idea of sales is to use words to elicit information to help our customers see things different than they may have before. But the critical thing is that the words we choose make a huge impact.
In the past I have read a study that suggested that the words you choose can actually affect how you feel. So lets imagine that just from habit you always say "That pisses me off". Its a very strong statement whereas "That irritates me" is a much softer tone. Some studies suggest that when you use strong words your heart rate will actually increase and your anger will elevate to meet the words that you just chose. Its so interesting that the words you choose can have an affect over how you feel. So do you believe that the words you choose could have an affect over clients? Of course they do. Lets use an example.
Imagine that you are presenting a new color on a door to a customer and you had to choose from the following statements:
1. This new color could sell well for you
2. This new color may sell well for you
3. This new color should sell well for you
4. This new color will sell well for you
How do you feel about the use of the words "could, may, should or will"? Could represents that neither you, nor the customer nor the color has any affect over the potential for that color selling. Could is a powerless word that means that it is subject to outside variables beyond any control. This is a dangerous word to use. The word "may" is slightly better but just by a bit.
The word "should" is the ideal choice of words. The reason is that it implies humility but it also interjects that some action would need to be taken such as promotion or proper presentation. The word "will" is dangerous. By using the word "will" you may be over promising or over selling the potential for that color. The customer may feel that you are not genuine. If you use the word "Will" then you make sure that it does.
Below are other examples:
OBVIOUSLY: If you use the word "obviously" with a client, are they hearing "Well if its obvious then do you feel I'm stupid?"
BASICALLY: Does this indicate that its too hard for you to understand or too hard for me to understand?
CANDIDLY: OK so you're usually lying
TRUST ME: The customer actually hears "Don't trust me"
HONESTLY: The customer actually hears "I'm dishonest usually"
HOW'S IT GOING? The customer hears "I don't care how you're doing"
NO PROBLEM: The customer hears "So you think my issues are not worthy of concern"
Some words that you may consider for the Component business are:
UPCHARGE: "That will be an upcharge". Consider just saying "that will be extra". Extra sounds like you're getting more while "Upcharge" sounds like you're simply being ripped off.
RUSH CHARGE: Consider using the word "Rush Fee". Fees are not good but is slightly softer than "Charge".
CHEAP: Consider using the word "Inexpensive"
THERMOFOIL: Consider using the word 3D Laminate, Polyveneer, Laminate, 3DL, or create your own name
GIRL IN THE OFFICE: Consider using "Customer Service".
As you can see above, the words you choose can have an obvious affect on how people perceive what you are saying.
We should all remember that "Customers may not always remember what you say but they will always remember how you made them feel"
