sales call should be upbeat and pleasant. Not only does a pleasant conversation make your job more enjoyable, it also increases the probability of closing the sale. Buyers want to work with people who make them feel good. If buyers are in a cheerful mood, they are more likely to purchase from you.

During sales calls, use uplifting, encouraging language to elevate the prospect's mood. Focus on the positive aspects of your products and services and avoid the negative aspects of other solutions. Simply choosing optimistic statements and words with positive connotations elevates your prospect's mood and puts him in the frame of mind to close the sale.

Chose Positive Statements

When selling benefits or features, focus on what the prospect will receive by using your product or service, rather than what he will lose by not using it.

For example, instead of saying, "Without a solution like this, you could lose sales," the prospect might respond better to a more hopeful statement such as, "With our solution you can win sales." When possible, choose the encouraging statement; it keeps the conversation on a positive note.

Following are a few more examples of how to turn negative statements into more optimistic ones:

Negative: "You don't have to deal with the hassle of programming the terminal."

Positive: "This solution provides you with the freedom of a preprogrammed terminal."

The first option introduces a negative experience that you don't need to include in the conversation. Don't remind the merchant of any negative past experiences, even if he was with a competitor. Keep the conversation upbeat by focusing on the future benefits you can provide.

Negative: "We're not here to swindle you like other companies."

Positive: "We build our business on referrals, that's why we are so successful."

Like the first example, the first option introduces a negative that doesn't belong in the sales presentation. By introducing the idea of "swindling," the prospect might be on the defensive rather than open to doing business with you. He might also wonder if you have resorted to name-calling because you don't have any benefits to sell. Focus on your products' attributes and let your competitors' reputation speak for itself.

Negative: "Our products won't break down after a few months of use."

Positive: "Our quality products are trusted by our clients."

A few things make the first statement less than ideal. Not only does it present the product in a negative way, but it also presents a problem that, in reality, doesn't exist but since you mentioned it, now has to be resolved. The prospect might never have considered the possibility that the terminal would break, but now it's a concern for him. The second option turns the statement around and makes it positive, without introducing phantom problems.

Negative: "Your costs will be decreased."

Positive: "Your profits will be increased."

While both of the above statements are true, the second is much more hopeful and enticing. You are offering new money, rather than simply minimizing a current expenditure. Making money always sounds more attractive than saving money.

Choose Words With Positive Connotations

A second way to keep a sales call upbeat and continue to elevate your prospect's mood is to choose words with positive connotations. We all have different perceptions of specific words.

For example, for one person, the words "deal" or "arrangement" mean an agreement, while for another they convey undertones of a scam. As a sales professional, it's important to choose words wisely and avoid words that others might misinterpret. In this example, use positive words such as "agreement" or "promise," so there is less chance of the prospect misunderstanding you.

When presenting to an existing client, you probably know him well enough to judge if he is sensitive to certain words. For new clients or potential clients, avoid using words that they might misinterpret. Following are a few examples:

Bargain Versus Value

Instead of saying, "At this price, it's a bargain," try using "This price point offers the best value." By using the word "bargain," the prospect might think you are cutting corners to get him the lowered price, and this might lead to a penalty later, such as limited service or warranty. The second sentence focuses on the value, leaving no room for misinterpretation.

New Versus Innovative

When introducing a new product, you might be tempted to say, "I have a brand new product that I think would be perfect for your business." Instead, say something like, "This is a fresh, innovative solution that fits well with your needs." Why is the second option preferable? For some prospects, a "new" product is exciting, but others might perceive a new product as untested or unproven. Words such as "innovative" or "fresh" make a new product even more attractive and enticing, while limiting the fear of the unknown.

Pleasant conversations and positive attitudes make sales presentations enjoyable for all involved. By lifting your prospect's mood, he will more likely choose you as his service provider. When communicating with prospects and existing clients, choose clear, encouraging and hopeful language, and you'll be well on your way to closed sales.