One thing that too few people are aware of is the power of words. Whether you’re in a social situation like a night out with friends, or in the workplace out on the sales floor – take a look around. If you pay attention while observing the people around you, it’s likely safe to say that few of them are thinking about what and how they’re communicating. This can be an enormous detriment to any aspect of your life, not only in how others perceive you, but because the way you speak and the words you use are a DIRECT reflection of your mindset.
Now, while this might sound more like psychology than sales, as I previously stated in my blog post The 10 Rules Of Closing, the power of presumptive language is a genuine force, and one that you can learn to apply in a way that’s going to help you move buyers through the process.
When I enter a dealership, there are a number of important factors that I make sure to observe. One of the most important examples is not merely the interaction between the salespeople on the floor and the people that come through the door, but also the attitude of the salespeople when the client is not around – and what I’ve found is that more often than not, laziness and apathy are two of the biggest weights that pull an interaction down. For example, in the course of my observations, how do you think I hear sales teams referring to the people who walk through the door?
This is a reflection of their mindset, and the correct mindset is imperative to achieving success, so I’d like you to engage in an experiment this week. Instead of referring to the people who are visiting your dealership as “customers”, start referring to every person who walks through that door as a BUYER.
Not only will this psychological approach effectively improve YOUR attitude by preframing the interaction your mind’s eye as a positive situation that’s going to conclude with a delivered unit, but when you go to your manager to ask for the necessary information, rest assured that your manager will be much more inclined to invest the time and care necessary to ensure that your BUYER is getting what they need than they would for just a “customer.”
By using this one simple word, you’ll be able to successfully create a sense of urgency – not only for your manager, but for yourself as well, and your CONVICTION combined with your ATTITUDE AND ENERGY is going to make all the difference. Try it this week! For seven days, be proactive, stay acutely aware of your language, and don’t let the word “customer” come out of your mouth.
Words are powerful, and they are one of the most essential building blocks on the road to success. Make this one simple change utilizing your own determination and self awareness, and I can guarantee that you will see a difference in your results!
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