There are certain words that dilute the effectiveness of your sales message, according to author and sales consultant Jill Konrath.
If you use these words in emails or voicemails, your messages will be deleted. If you use them while speaking directly to a prospect, they will tune you out and start thinking about how to exit the situation. Finally, if you use these terms in your marketing materials, they will simply be ignored.
Most of these words are adjectives and adverbs that have been overused and result in reducing your credibility and weakening your sales message. Moreover, they make you sound like, as Konrath says, a peddler.
“Once those words made a real impact. Now they’re almost meaningless, if only because they’ve been used so often,” says Jeff Haden in an article for Inc magazine.
What are these words (and phrases)? Well, there are many, but here’s a list to get you started.
Industry leader, world class, cutting edge, award winning, state of the art, innovative, creative, passion for excellence, out of the box, partner, empower, powerful, unique, elite, market leader, best in class, top tier, turn key, value added, expert, exceeds expectations, best of breed, scalable.
Now that you’ve read this list, take Konrath’s advice and purge your sales messages of them. Find new ways to relate the same ideas. Using specifics — explaining how you will meet your client’s needs — will make your message much more powerful.
For example, imagine you are hunting for a realtor. Then compare the two sentences below.
As a realtor with an elite, industry leading firm, my expertise enables me to provide best-in-class service to my clients. I strive to exceed their expectations in all parts of the home buying process, empowering them to find the home that is right for them.
A realtor in the Pleasantville market for more than 15 years, I’ve helped more than 200 individuals find a home. As part of my service, I respond to all client emails and phone calls within 24 hours and require an initial introductory meeting that outlines my process and enables clients to be sure they are comfortable working with me.
Which message resonates more with you? The message with a lot of vague promises of excellence and success or the one that gives you specifics, such as years of experience and concrete ways in which the realtor provides good client service?
John Goodpaster can be reached at jgoodpaster@EmeryFinancial.com