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Is your language working against you?

nowing they need nimble fingers, pianists He suggested, for example, that "slash," "shrink," "slice,"
do scales before they tackle their repertoire; "trim," "modify," "eliminate" and "salvage" are potential
aware that their muscles must be worked substitutes for "save"; "cost" could be replaced with
K properly, football players do warm up exer- "expense," "charge," "waste" or "burden"; and "dollars,"
cises before each game. What do you, as a merchant level "revenue," "cash," "income," and "market share" would
salesperson, do to make sure your language is in top have greater impact than "profits."
shape before you converse with a prospect or current cus-
tomer? Have you checked lately to make sure your choice "We are all guilty of hanging on to the same old terms and
of words isn't getting in your way? phrases and using them over and over," he wrote. "The
only way to break the habit and add some life to your
In Good Selling TM: The Basics, Paul H. Green wrote that we language is to constantly access new ideas and continually
sometimes inadvertently set ourselves up for a negative examine the problem to be sure you're not falling back
response from our prospects ‒ even in our initial into the same old patterns."
greetings. Green provided the following examples of
average introductions, along with improved versions: Listen well
Try recording yourself as you practice your presentation.
Average: Do you have a moment, or should I come Then make note of the bland words, as well as terrific
back later? words you're using too frequently. If you use a word
Better: Let's spend a brief moment outlining my often, it will lose its power to delight listeners and grab
service. attention. Then take your list of lackluster or overused
words to your computer and google for synonyms.
Average: Do you have a check problem?
Better: Let's discuss how we can make checks a safer And, while driving to appointments, listen to a variety
form of payment. of audio books: business books as well as many other
nonfiction and fiction genres. Pick authors who make
Average: Do you want to hear about my service? eloquent use of the English language. You will absorb new
Better: This is what my service does better than what words as a matter of course and, over time, some of them
you have now … will find their way into your conversations. You might
even combine words from different disciplines to create a
Average: What would you say if I told you I could phrase that becomes an industry buzz word. Then you'll
increase your sales? have to regroup and create an alternative. But, for now,
Better: Here are some ways I can increase your just making sure your language is helping, not hindering
bottom line … you will suffice.
Take control

Green also noted that once communication is established,
it's important to maintain control. One way to do that is to
discard tired language that you and your customers have
heard so often the words have lost meaning. Kate Gillespie, President and CEO

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