Power Words

Power words can make you more interesting to listen to and more persuasive.

This is from YourSalesSuccess eZine #23

I've been resisting the temptation to get back to one of my favourite topics, the language of selling. I'll resist no longer.

After all, according to Rudyard Kipling,
"Words are the most powerful drug used by mankind."

I'd like to discuss some power words you can use during the selling process.

I want to discuss power words that you can use in your speech that will make your language more effective at controlling the thoughts of your prospect.

OK, let's assume you have established Rapport with your customer or prospect and you have identified a problem they have where a product you offer could be useful to them.

The idea then, at this point in the sale, is to control the internal representations that your customer is making in their head.

What I'm about to offer is a linguistic pattern that uses power words and focuses your client's mind where you want it to focus and just about forces them to accept your concepts and ideas as true. Now, STOP ….. and just image how useful it would be if you could easily do that.

Now you may be thinking what's so special about these power words ?

Well, they become much more powerful if you follow the rule below.

Rule: Always put adverbs before the verb and adjectives before the noun !

(Truthfully, the power words above are only examples of the types of words you can use and I have produced this abridged list merely to help you focus on the learning task at hand,
i.e. how to incorporate these power words into your sales language.
Once you have done that you'll find that you just naturally start to use other similar words in your speech.)

Have you ever found yourself saying ?
"Could you make the change from your current supplier to us?"
Well, that is just a question and your prospect could just as easily say
"No ! I can't."

What about,
"How could you make the change from your current supplier to us ?"

Now, that is focusing your client on what you want them to be thinking about
(i.e. how they could change to using your product or service)
but you're leaving a door open for them to say that they don't know how.

What about the sentence below ?
"How easily could you make the change from your current supplier to us ?"
Now where is your customer's mind focused ?
Not on whether they could make the change, nor on how they could do it, but on how easy it could be.

They could still say, "it would not be very easy", but notice that they are still likely to use the word "easy"

Also, notice that I did not say,
"How could you make the change from your current supplier to us easily?"
Because, the first thing that would enter your client's mind is how they could make the change and they would already be considering the answer to this question before they ever heard the word easily (if they heard it at all).

It's subtle and it has a profound effect.

"Have you discovered how easily you could make a consistent product if you used our improved raw material?"

"Naturally, you'll find more than enough reasons to go ahead today even if you can only see a few of the unlimited benefits that our product provides."

These power words become even more powerful when you stack them into a sentence.
The more of these words you use in a sentence the harder it is for your prospect's conscious mind to filter out the inferences these words are forcing them to make.

"Once you begin to easily absorb this information, you'll naturally discover the unlimited potential it has for readily making your communication infinitely more effective."
(Perhaps this sentences is a bit over-the-top?)

"Have you become aware yet of the many ways that our product could help in your production ?"
(the inference being there are many benefits and you will become aware of them at some point in time.)

"After you experience our product , by trailing it in your plant, you will realize the many ways in which it will easily improve your end product"

"Naturally, as you start to realize the unlimited ways you can easily become aware of how using our product will help you to rapidly and effectively accomplish your goals, you'll start imagining the success you can really achieve with our help" (Phew !)

"After you use our product you'll understand it's many benefits"
(the inferences being that they will use the product and it has more than one benefit.)

"Before you decide which of the many benefits that our product offers is the most important in relation to your purchasing decision let me tell you a few things that might help."
(The inferences are that they will decide on a benefit that is important to them and that our product offers many benefits.)

"During the first few months of experiencing our service you'll likely become more aware of the many ways in which we offer substantially more than our competitors."
(The inference being that they will use the service and it is more than a little better than the competitors in a number of ways.)

Before I go any further how much of this have you grasped, so far ? Can you see how using power words will naturally make your communication more vital and alive and can you guess how much more effective your communication will become once you have mastered the use of these words.
Does this sound like something you need to practice ?

"From among the many positive benefits that you are starting to realize our service offers, which ones are likely to give you the most benefit? "

"As you expand the range of products you buy from us and our business collaboration moves beyond it's current boundaries what do you see as the best way we can easily move forward to the next level ?"

I already discussed the power of the word "because" in YSS edition #2,

The word "cause" can function much like "because" in many situations.
Along with "As" and "And " they are example of "cause and effect statements".
Here are some examples.

"Simply making that statement causes you to understand why you already don't believe it." (every time they make that statement they'll doubt it.)

"As you start to assimilate the information we have provided you will begin to recognize the many ways that our product can help in your process."

The last two power words on our list "Now " and "Stop" are really commands that can be used to great effect.
These words work better if you speak them louder and in a deeper voice tone.
It also helps to actually stop speaking when you utter the word "Stop".
Like below. (emphasise the words in bold)

"You may be considering the effort you need to switch to our product. May I suggest that you just STOP…………….. NOW consider the many advantages our product will easily bring to your production process and all the positive effects that will have on your bottom line."

"We've been back and forth a lot with this agreement and perhaps it's time-- NOW – to consider how we can most easily finalise this deal to our mutual benefit. Now, that seems reasonable, doesn't it ?"

How do you go about talking like this and utilizing these powerful words ?

Once you incorporate these words into your language and use them for a month you'll be amazed at how much better your sales calls go.

Here's to YourSalesSuccess.


Click here for an article about language similar to Power Words