The 7 Words That Can Transform Your Sales

Updated: May 25, 2010

Give: Give freely, early and often. Give away ideas, training, best practices and insights that can make your customers more successful. Publish articles featuring your "secret sauce", prospects will run back for more. Give free samples of your product or service, free access to your smartest people. Deliver value early and without pretence. It's a quick way to develop trust, rapport and credibility with your new customers and prospects.

Benefits: Don't talk about features. Don't talk about solutions. Talk about benefits, results, outcomes. What you sell is a means to an ends. Focus on the ends. Your customers don't want to buy solutions, they want to buy what happens after putting the solution in place. Talk about those benefits, those outcomes at the beginning, middle and end of your sales process. Constantly remind your prospects that you represent more than just a purchase, you represent the achievement of something bigger that will improve their business and/or their lives.

Partner: You're not in this alone, and you're not the only company addressing the needs of your target customer. No matter how important you are to your customers, you're merely a part of the puzzle they need to piece together to achieve their ultimate end-goal. Find the other puzzle pieces in the market, and work closely with them to deliver a bigger, more valuable outcome to your customers and prospects. Pool resources, campaigns, marketing budgets and more to collectively and individually capture even greater market share than you could on your own.

Listen: Don't talk so much. Ask questions. Understand your customer - their needs, their pain, their dreams, their objectives. Listen to them before they're ready to buy, before they even know a solution to their problem exists. Use social media & listening tools to keep watch for signs of the pain, signs of trouble, signs that your prospective customers have a problem and are seeking a better path to the outcome they desire. Spend more time listening than talking, and your prospects will tell you exactly what they want, and exactly how to help them to buy (from you).

Stories: The best salespeople don't pitch. They don't present. They tell stories. Stories of success, stories of redemption, stories of pain and problems that are converted to results and achievement. Your customers would prefer to listen to stories, especially stories that resonate with their situation, featuring companies or individuals they want to emulate. They want to hear stories of what their future can and should look like. Pitches and presentations are often dull. Stories bring ideas and outcomes to live. They inspire and drive action.

Appreciate: Never take your customers or prospects for granted. Look for ways to remind them, every day, how important they are to you. Do big things and little things to make them feel special. Your competitors don't do this. Fill the void, and create remarkability and loyalty with little more than a few well-placed words, a few more thank-you's, and a few simple gestures that cost little but deliver reams of value back to you.

Experiences: Do they remember you? Did you give them a reason to? Were you remarkable enough to create word-of-mouth to their friends, colleagues and peers? Were you memorable enough to get the coming back for more? This isn't just for customers. If you're delivering value in the sales process, you're creating differentiation and value vs. your competitors. Commoditization goes out the window, and you win.

Featured Research
  • The Best Video Conferencing Solutions in 2017

    Thinking of investing in video conferencing but not sure now if it is the real deal or just a passing fad? 75% of managers think that video conferencing will ultimately supersede conference calls. Additionally, 89% of remote employees say that video helps them feel more connected to their colleagues. more

  • Better Together

    It is absolutely essential to the success of your business to employ excellent communicators AND provide them with the support that they need in order to be successful. When you pair your VoIP phone system with UC, you can create a seamless, centralized communication system that your teams can use to collaborate in any medium they choose. more

  • Contact Center Implementation Best Practices

    Are you looking to add a contact center for your business but not quite sure of how to go about implementing one? You aren't alone, in fact, getting a modern contact center up and running efficiently and effectively is much more difficult than it was even five to ten years ago. more

  • Business Meeting Showdown

    It is no secret that communication and collaboration are at the heart of success and longevity for any business. However, as businesses become more global and more employees work remotely, video conferencing is being increasingly used as an alternative to face-to-face interactions. There are pros to both business travel and video conferencing such as personal connection and ease of use. However, there are cons as well ranging from travel delays to being technologically reliant. more

  • Mobile Communication Showdown

    It's no secret that businesses are becoming agiler and employees are spending more time away from their desks. The question isn't should we get rid of our landlines, but how quickly can we replace them?However, staying connected with your colleagues, clients, and customers is absolutely essential for cultivating long-term, lucrative relationships that will help your company achieve success. more