The most powerful sales differentiation tool in a salesperson’s toolbox is the words used, and not used, with buyers.
There are expressions that excite buyers and compel them to want to do business with them. There are also expressions that quickly turn buyers off. That means that salespeople need a moment of pause when planning buyer communication so they use words that positively differentiate them.
Let’s first look at an expression that is deeply ingrained in our communication style. These two words are pervasive in the sales profession. This sentence starter is guaranteed to repel buyers. It makes them want to do business with your competitor. Those two words are “I want.”