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A lot of words thrown together may be only a noise, but if placed in the proper combination and spoken with the right pitch and tempo, they become notes and tones of power. A carpenter would not attempt to drive a nail with a saw, nor would he attempt to saw a plank with a hammer. In order to do the job well, he must keep a close check up on the tools he uses. In dealing with a prospect the salesman must check up on the words he puts into his Sales Plan. The words he uses are the tools that make the prospect act. It is very essential to get the correct meaning and the real sig- nificance of each word. Words used by the salesman must be of such nature as to carry the real meaning of the product over to the prospect. The prospect must understand what each word refers to. When the salesman successfully carries his point to the prospect there is a meeting of minds. There is an understanding and an agreement. This instantly estab- lishes confidence and makes it possible for the salesman to amplify the value of his product or proposition to the pros- pect. Get the prospect to agree on things to which your words refer and he will act. In selling, it is best to eliminate big words. In most cases big words and technical phrases are only verbal ghosts, full of sound and fury, which signify nothing to the prospect. To direct the thoughts and actions of the prospect successfully, the salesman must use plain words that the prospect can understand. As long as the salesman presents his product or proposi- tion in a sincere, old-fashioned way, the results will speak for themselves. In discussing verbal ghosts and high-sounding phrases, I will contrast them with simple ones. Which one of the fol- lowing sentences is likely to produce the greatest response? 140 WATCH YOUR WORDS "There is a decrepit mendicant at the door who is men- dacious," or, "There is an old beggar at the door who is ly- ing." Here is another pair: "The spectacular conflagration was caused by the instantaneous combustion of phosphorus," or, "The fire was caused by a match." A final example: "He was performing the act of deglutition with lightning rapidity," or, "He was eating quickly." No one needs to tell you which sentence of each set has the most appeal. In selling, therefore, study and analyze each word you put in your Sales Plan. Say the words out loud to yourself. Speak to someone about them and find out what the words mean. Endeavor to find out if what you are saying is being under- stood the way you want it to be understood. The words that refer to your product or proposition and words that have a full meaning are the words you want to use—words that simplify meaning and amplify your product or service. Use little words with hooks that catch the prospect's attention. Use apt words, and they will nail your message to the pros- pect's mind. Selling starts with an idea in your mind. The words you use are the tools to get that idea over to the prospect. As a salesman, you live in a practical world, you deal with prac- tical people and for their sake and for your pocketbook's welfare, it will pay you to use plain, popular, everyday words with a real meaning. No one can prevent you from using big words and high-sounding phrases, but they may prevent you from making a sale. You are not selling words, you are selling the product that your words signify. The words you use are the only means the prospect has of knowing about your product. Use solid words—words with plenty of "sell"—that fall upon the prospect's ear and goad him on to buy. The word is the thing. WATCH YOUR WORDS 141 |
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