22
Oct

Phraseology

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Phraseology

 
Mishandling sales phraseology may not hurt you physically, but you can easily shoot yourself in the foot figuratively. You can cause real damage if you do not master sales phrases before you try to use them as you see fit. You can chase off a prospect, cause a customer to quit doing business with you or fool yourself into thinking that sales phrases do not work. Chasing off customers and prospects causes real damage to your revenue and to the reputation of your business, both of which need to exhibit positive growth in order for you to prosper over time.
 Now, here’s my disclaimer on price stalls: Sometimes you’ve got to give the price too early because someone says, “Give me the price on a 10×10,” and while you attempt to build some agreement by saying, “Oh, great, tell me how soon you’re going to need something”, he says, “Just give me the price of a 10×10.” Well, okay, now you’ve got to take a different tactic, and here’s how you handle that one: “That 10×10 is only $98 and here’s what $98 buys you at our store. At our store we’ve got this feature, which means…and this feature, which means…”
Whoa! Now before you know it, you’re building agreement. You’ve given the price as the customer demanded, but you haven’t given the prospect a chance to say something like, “Well, that’s more than I’d like to spend,” or “I can save five bucks down the road.” You cannot pause between the price and the “here’s what it buys you” phrase. If you pause, you will lose. The prospect will think you have said all you have to say and he or she will likely end the conversation. Or the prospect will take over control of the conversation and you will not be able to regain it. If you do not pause, you will be able to build some agreement at the same time as you’ve taken price out of the picture. This is not a response for the weak or the inexperienced. You need to do this one with confidence and authority or it will not work.
 If you do not use confidence and authority in your voice while giving the price too early, the prospect will think he or she has you intimidated and the sales process with this prospect will be difficult to guide and unpredictable in its outcome.
 
 
The author, Tron Jordheim, is better known for his work in the business world and the public speaking arena. Tron Jordheim is the director of PhoneSmart, a sales support company that offers sales training and off-site sales services to its clients. Many of PhoneSmart’s clients are in the self storage business. PhoneSmart’s parent company is Storage Mart, a leader in the world of self storage. Storage Mart owns and operates some 60 self storage properties in North America in many major markets such as New York, New Jersey, Chicago, Oakland, Miami, Austin, San Antonio, Calgary, Minneapolis/St. Paul and Kansas City. Tron Jordheim is a popular public speaker who puts some new twists on pursuing sales and customer service excellence.
 
 
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