When you’re cold calling, your best chance of success is to be self assured, confident, and 100% well versed in what you are selling. If you’re using the word ‘maybe’ in your sales scripts, you run the risk of sounding wishy washy. It either is or isn’t. Pick one.
In fact, any negative, when describing your product or service, is a definite no. You want to list the positive attributes – not the negative. So instead of thinking about what you don’t do, can’t offer, or won’t provide, think about what you do, can and will. Then write about those.
When you tell your client you’re ‘hoping’ for something, you’re not sure, are you? If you’re not sure, then why should they be? Never let a prospect hear that you’re not 100% behind your product, your company or your service, or it’s entirely likely you will lose the sale.
It may sound innocuous enough, but the word contract conjures up all sorts of unpleasant pictures of lawyers, being ‘tied down’ and other negative thoughts. When you’re writing a new sales script, you want to avoid those negative ideas, so make sure that any words like contract that indicate your prospect will be locked in are on your list of what to avoid when cold calling.
We all know people want to pay less for goods and services, but the word cheap just sounds, well, cheap. Think ‘cheap and nasty’ and you have some idea of what’s going through your prospects mind when you say cheap. Stick to ‘cost effective’, ‘value for money’, or ‘highly competitive pricing.’ All of them sound better, and say the same thing, without making your prospect think of badly made, low cost goods or services.
This certainly isn’t a complete list of words to avoid when you are wondering what to avoid when cold calling, but it’s a start. As a general rule of thumb, you should avoid any word that has a negative connotation, even if you use it in a positive way. Consumers tend to hear the negative word, and form a negative connection with your brand, without even realizing it.
Always remember that it’s not only what you say, but how you say it, that determines sales success.
The beauty of being an introvert in sales, as discussed in my previous posts, is that perceived weaknesses become some of the greatest strengths in sales for introverts. While everyone is scrambling to land a deal based on fast-talking, appearance, and the appeal of the given product or service, introverts can connect on a personal level. That allows them to build long-term relationships that become more than just individual sales. Instead, such connections develop into well-established accounts, allowing introverts to use their expertise and talent for finding solutions to problems to land big deals.
So if you’re an introvert and worried about succeeding in a career in sales, don’t. Your natural talents and skills are your breadwinners in the field, and they can easily help you succeed. Don’t consider being an introvert as something that holds you back. Put it in the right frame and perspective and use your talents to move ahead and succeed.