How Powerful Are Your Words?
- Jack Klinefelter
- Jun 30
- 3 min read
Does Terminology Matter in the Sales Realm?
Words matter. Personal relationships have been both wounded and completely shattered with hurtful and destructive words. Oh that our politicians and leaders would shepherd society back toward civility and an appreciation for literature and the arts. Words have changed the world. Why would it be a good idea to be haphazard or aggressive with your words? Why would anyone think that “cut throat” sales techniques are the path to reputation management and success? You say, "I’m not cut throat, I’m good to my clients. I treat them well!”
To the degree that your intentions are good, you are 100% right. Please remember though that a person’s perception is their reality. That is the takeaway from this article. Here are some words juxtaposed against synonyms, that make listeners feel different ways:
Contract vs. Agreement
Contract gives rise to legal consequences and sounds very rigid and CYA. Agreement on the other hand, connotes a meeting of the minds. A “coming together”, more in keeping with the onset of a mutually beneficial relationship… a partnership so to speak.
Instruction vs. Permission
“I will have my people order up the research you need to see” is a more harsh and “get down to business” approach than: “Given your permission, we will conduct the discovery you need and see what the research teaches us.” Often the selection of words is critical to setting a tone that can more readily deepen or challenge a new relationship…
and new relationships are what sales is all about in the luxury marketing space.
Fact Finding or Qualifying vs. Discovery
One infers vetting a person so you can figure out what to sell them. The second one can be easily perceived as a journey that a sales professional embarks on with a prospect to find their perfect product or service.
Working a Lead vs. Nurturing a Prospect
Working a lead is a yeoman feeling term, and there is nothing wrong with any of these terms in the locker room or when talking shop; EXCEPT, if you get in the habit of using softer and more palatable terms you will apply them better and more naturally. Nurturing is what you do to something or someone of value, and there is nothing a shopper responds to better than the feeling that someone is listening and feeding them the information that they need, that they care.
Proposal vs. Strategy
Why would we bring a spotlight on the dollar figures and shine a light more brightly on them than the benefits a well thought out strategy offers? Every person shopping for anything knows there will be a cost. Sell the benefit, sell value, and don’t make price the goal.
I could go on, but the psychological benefit of analyzing the terms you lean on in the process of your outreach and communications provide an immediate impression. You can improve your closing ratio by influencing the people you are interacting with, with team oriented and servant hearted terms. The application and tone, delivery if you will, of these softer, friendlier terms tones will exponentially increase your sales opportunities and closing ratio.
I would take 15 minutes everyday and examine the EXACT words you use over and over again and replace the more harsh ones with more positive ones. Your interactions will deepen exponentially.
“Words are, in my not-so-humble opinion, our most inexhaustible source of magic. Capable of both inflicting injury or remedying it.” - J.K. Rowling
“Words are, of course, the most powerful drug used by mankind.” - Rudyard Kipling
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