In this article, leading Sales Expert Andy Preston explains 4 awful sales phrases that most salespeople use, and why they will cost them (and you) business going forwards……
Whenever I’m listening to salespeople on the phones (or face-to-face) they often use awful sales phrases that cause them problems in the sales process, and often cost them sales! Here are 4 typical ones you need to avoid using (but appear to be in ‘common’ use in most sales teams)….
SITUATION – When you’ve just taken over an account from a colleague, who may also have just left the business
WHY IT’S BAD – The effect your words have on the client. They hear something like “the last guy was crap so we fired him” or “our company isn’t very good so lots of people leave” (especially if the last person wasn’t the only account manager they’ve had’
Can you imagine the impact on the client, and what they’re thinking when they hear those words?!!! Awful!
Even worse (and I hear people doing this FAR too often) is using this phrase when the ‘customer’ you’re calling has never spent any money with you!!
That’s right. They’re NOT a customer. They are a prospect. So when they hear you say “I’m your new account manager”, the impact of that is “well it hasn’t been ‘managed’ very well, as we’ve not got any account with you and have never spent any money with you!” Often closely followed with “and we’ve got a supplier we’re happy with for that anyway!”
Why would you be so stupid as to walk into all of that stuff, and a strong objection as well? Yet still I hear a lot of people doing it…….
SITUATION – Making an outbound sales call
WHY IT’S BAD – You’re ‘just’ calling? No you’re not! You’re not ‘just’ doing anything!
In this circumstance it’s a ‘downgrading’ word. It downgrades your call in the mind of the prospect (or the client), and downgrades your own credibility!
In this situation, it takes your call from being positioned as important and valuable, and reduces it to ‘unimportant’, ‘an interruption’ and about as valuable as ‘market research’
Why would you want to start your call by giving the recipient extra motivation to want to get rid of you?!!!
SITUATION – Client/Prospect has just asked you to quote them
WHY IT’S BAD – This is awful!!! Truly awful! Your positioning on this is terrible! Are your seriously ‘thanking’ someone for asking you to give a quote?!!
This is the problem with all the ‘Customer Service’ stuff that’s been spouted over the last few years. ‘The Customer Is King’ and ‘The Customer Is Always Right’. I’m in agreement that we need to give people good service, but when it comes to sales there is a difference between ‘Service’ and ‘Subservience’.
When prospects and clients perceive you as an equal, it changes the way they treat you. Generally speaking, they respect your opinion more, they ask your advice more, they tell you more and are more honest with you! All things that would help us make more sales!
When you are ‘subservient’ to a client, you typically lose control of the sales process, get beaten up on price, you waste lots of time ‘running around’ after them, and then not getting the sale anyway!
Using this phrase so early in the sales process will count against you afterwards. It ruins your positioning and the prospect/client’s opinion of you. Don’t do it!
SITUATION – On An Outbound Sales Call
WHY IT’S BAD – This is my ‘pet hate’. It’s probably THE WORST thing you can say as the introduction to a sales call, but many people still say it, and even worse, are TRAINED to say it! Terrible! And the colder the call is, the worse it is!
Now if you’re making a call to someone where you have the level of rapport to say ‘John, how are you doing? How are the kids? And how was your weekend?’, you’ve obviously making a call to someone you know extremely well, and have a very high level of rapport with, so that circumstance is exempt from this.
It comes across as fake. Insincere. And a ‘cheap’ attempt at trying to gain rapport with someone that you hardly know. And it will cause you big problems. Stop it. Now!
Follow the tips above and watch your sales soar! I look forward to hearing how you get on…..
This article is copyright Andy Preston 2004-2016. To copy or syndicate this or any part of this article contact Andy Preston for guidelines.