I come from a long line of communicators, salespeople, entrepreneurs, and even one telegraph operator. All of them took language very seriously, and if you look at how they did in their careers, it worked out pretty well for them. With this legacy in mind, please pardon me if I also show sensitivity to the impact of language. It's in my genes! I suppose, if you want to be a word-nerd, it doesnt hurt having a Ph.D. from the Annenberg School For Communication, at USC. (Occasionally, it can even get you some football tickets!) Anyway, Ive had such great responses to my articles about wimpy versus winning sales language that I thought Id treat you to more examples of sales words to use and to avoid. Typically, it is good sense to avoid using these weak-at-the-knees, trembling, weasel words and phrases: Id like to Perhaps Possibly Maybe Do you have a minute to talk? Im not interrupting anything, am I? Substitute the following positive terms and combinations: What well do is What we do What were doing Im sure youll find Definitely Certainly This will just take a second Im a strong believer in the Try it, youll like it! approach to selling, and so I encourage you to put these improved words to use, every day, in your presentations. And then tell me how you do, okay? Dr. Gary S. Goodman 2006 |
