I was in 2 different training classes this week and ironically both speakers were explaining sales words that are overused or improperly used by Americans every day. The most powerful speaks in history actually had the fewest words. For example, Lincoln’s Gettysburg Address only used 272 words and it was one of the most powerful speeches in history. Winston Churchill’s “tour de force” speech during World War II was only 112 words. It is not about the adjectives and adverbs, but the greatest speeches and sales presentations use the fewest words to make a point quickly. That is what we remember.
Here are 7 words to stop using and overusing:
1) Experience–an overused sales and marketing word is experienced. The prospect will know very quickly in to your presentation if you are experienced or not. You don’t need to tell them.
2) Service—if you have to tell someone about your service, congratulations, you now sound like everyone else. Clients want service not to be promised about it. Service is expected.
3) Basically—too many sales people and speakers start their sentences with “basically we will..” when there is nothing basic about it. Stop using it unless the sentence is very basic.
4) Naturally—in almost all cases, there is nothing natural about your product or service. The sales process is a process of persuasion and it is not natural. Stop saying that.
5) Look—even when selling over the phone or internet, starting a sentence with “look” when there is nothing to look at is a wasted word and should be left in the scrap heap of wasted words.
6) Obviously—in most cases, this word is used when it is obvious to the presenter but not their audience. The prospect or audience is being called dumb, for missing this point, because it is not obvious to them. Stop it!
7) Special—let’s be honest, very few things in life are special. Special is in the eyes of the beholder. It doesn’t mean you or your product or service are special. Throw it on the scrap heap.
Being able to take out the fluff of adjectives and adverbs is crucial to a great speech or presentation. In our world of “get to the point” sales presentations, streamline is critical to make more sales and be efficient with everyone’s time. For me, this is always a work in progress. Try it this week yourself get rid of these 7 words overused in sales. By the way this blog is 430 words and will not be remembered in history. Smile.
“A man who dares to waste one hour of time has not discovered the value of life.”—Charles Darwin
Image by David Castillo Dominici at www.freedigitalphotos.net
Tim Wilhoit is owner/principal of Your Friend 4 Life Insurance Agency in Nashville, TN. He is a family man, father of 3, grandfather of 2, entrepreneur, insurance agent, life insurance broker, employee benefit specialist, salesman, sales trainer, recruiter, public speaker, blogger, author and team leader with over 31 years of experience in sales and marketing in the insurance and beverage industries.