Using persuasive language is central to consistently carrying out successful sales efforts. Approaching prospects with some bumbling, inarticulate, lazy, passive jumble of words can stifle any sales pitch — regardless of the product or service behind it.
As a salesperson, you need to have some tact and gusto to what you say — and there are certain words and phrases you can use to build the kind of sales vocabulary that will help you see the results you need.
Here, we’ll take a look at some of the most persuasive words eloquent, productive reps incorporate into their sales messaging and pitch language.
1. Your Prospect’s Name
No one wants to be addressed as “To Whom It May Concern.” Think about it. Could you ever apply that in real life? Imagine trying to grab someone’s attention by yelling, “Hey! Whom it may concern, I have something to run by you!”
Add a personal edge to your sales outreach by including your prospect’s name. That can give you more of a foot in the door than addressing them with something impersonal or distant.
As a salesperson, you need to speak with conviction. If you want your prospects to listen and believe what you say, you have to say it with your chest. Speaking with affirmative terms like “yes” helps that case. They project confidence and authority, and exactly zero prospects have ever listened intently to a sales rep who lacked those traits.
You need to address prospects with a certain degree of familiarity. That doesn’t necessarily mean talking to them like they’re your best friends — but you can’t speak to them too stiffly or distantly either.
Strike a middle ground with language like “you.” Be pointed in how you capture their attention. Address them personally, and let them feel like you’ve tailored this outreach to suit their specific needs.
Most — if not all — of your prospects won’t be sold on your initial pitch without any further explanation of your offering’s benefits. Qualifying their needs with a compellingly placed “because” can give them the perspective they need to want to learn more. If you don’t touch on the why no one will be sold on the what.
Several prospects naturally gravitate towards novel solutions. Everyone is looking for new answers to conventional problems. If you can articulate that your offering is every bit as fresh as it is effective, you can pique interest and engage prospects. Be mindful of how you use words like “new” though. There’s a fine line between novel and gimmicky.
Everyone loves a bargain. It’s practically human nature. If you can tastefully and tactfully invoke a word that implies a significant discount — like “free” — you can capture and retain prospects’ attention. Just don’t go overboard. Overpromising and underdelivering on bargains is cheap and unbecoming.
Sales is, in large part, the art of creating urgency. You need to capture your prospects’ attention and give them the impression that they need to listen. That’s where immediate response words like “now” come in handy — they make your pitch seem important, relevant, and timely. You won’t move many prospects by leading with, “Our product is great, but you should probably buy it later.”
Like some others on this list, the value of this word is in its emphasis on trust. You’re making a promise when you say “guarantee.” It means you have confidence in your offering and are willing to stake your credibility on its ability to deliver the results your prospect needs.
But be sure you mean what you say here. You don’t want a potential customer seeing through a hollow promise or winding up disgruntled when your product or service doesn’t work out for them.
Once again, this word leans on the fact that sales is a matter of trust — it’s the practice of generating a mutual understanding and comfort within a short timeframe.
Words like “proven” can help you get there. They demonstrate that your offering isn’t under-tested, sketchy, or unreliable by alluding to the other businesses that rely on it. While some prospects might be interested in a totally novel solution, most are more inclined to trust something tried and true.
Here’s where you can present your product or service as the definitive solution in your space. When you use the word “the” in sales, you’re establishing authority.
You’re separating yourself from your competition. You’re telling prospects that there are not four or five other options that will work just as well as your offering. There’s one product or service that will work best for them, and it’s the one you’re pitching them.
11. “No Obligation”
When reaching out to potentially tentative prospects, you don’t want to insist that trying your product or service is a forever-binding obligation. In many cases, potential customers will be commitment-averse.
If you’re looking to rope in a nervous prospect with a free trial or demo, it’s important to remind them that the choice is ultimately theirs with words like “no obligation.”
Again, this word is tailored to create urgency. When you say “limited,” you’re showing that your prospect has a tight window to capitalize on a timely deal or access to your offering in general. It adds some extra oomph to your pitch and gives the impression that other prospects are eager to purchase your product or service.
Don’t dismiss the value of an extensive, persuasive sales vocabulary. If you can effectively and appropriately tailor your language and messaging during pitches to be assertive and thoughtful with prospects, you can take your sales efforts from good to great.
So be mindful of the words you use when interacting with potential customers. They could make the difference between a closed deal and a missed opportunity.