Words matter. In fact, words can make or break a sale. I see it all the time on the sales floor, and I’ve even seen it working my own deals. Say the right word at the right time and you’ll see something click in your prospect’s eyes. The trigger words on this list convey emotion. And prospects buy based on emotion and feeling, not facts and figures.
But just as important as word choice is HOW you say the words. See what I did there? I put “how” in all caps, and italics, to boost the impact, to really drive it home. That’s how you should say these words when you’re on the phone or sitting across from Mr. Prospect. Give the words the weight they deserve.
RELATED: Getting C-Level Executives to Listen Using Tonality
Here are the top 10 trigger words to use in your sales calls, in descending order:
- Maximize – When you maximize, you get the most out of something. Decision-makers have to work within budgets and time constraints. So tell them you want to really maximize their sales or employee retention or whatever problem it is you solve. This trigger word sounds especially appealing when you give it the tonality treatment. MAXimize!
- Accelerate – A Porsche accelerates. A Lamborghini accelerates. The finer things accelerate and get to their final destination FAST. Speak in terms of putting your foot on the gas to solve their pain points, and your prospect is more likely to catch the urgency and convert.
- Proven – Nobody wants to buy a product or service that’s still in development. They want something proven and repeatable. When cold calling down a list, or during sales meetings, be sure to communicate that your offer is proven to solve their problem. Then back it up with case studies and testimonials. Make this as concrete as possible.
- Solve – To properly deploy this word, first dredge up their pain points, and “agitate” the pain in an ethical way (remember, this is like a doctor/healer pressing the body to find where it hurts). Then repeat their pain, empathize, and ensure them “I can solve this for you.” And let the trigger word “solve” hang in the air a few moments before telling them how you plan to solve it.
- Optimize – What is a CEO’s life but an ongoing effort to optimize for increased revenue? It’s all they think about. It’s all they care about. Make changes big and small to make more money. “Do that for me and I’ll be a customer for life!” That’s optimization. So you say something like “We can truly optimize your [service area].” Say it slow, gesture with your hands, look them in the eye.
- Discover – Similar to the word “optimize,” this trigger word implies that you will leave no stone unturned in your quest to solve their problem. The word discover invokes curiosity, and subconsciously your prospect becomes an explorer on the final frontier to grow their business. It’s an expedition of two: You are the guide, and you’re leading your prospect to discover new heights, riches, and success.
- Safe – While your prospect wants to discover what’s beyond the horizon, they also want to play it safe. After all, much of business is about minimizing risk (financial risk, energy risk, time risk!). People care more about not losing money than they care about making more money. This is called “loss aversion” in behavioral economics and psychology. In short, losing $1,000 feels worse than gaining $1,000 feels good. So tell them straight away that it’s safe to work with you and your company. And communicate this in different, subtle ways during the call.
- We – Every great success story in history has a guide character. And it’s a team effort. Not you, not me, but WE. So be sure to bake this trigger word into your sales conversation. It also shows that you’re a team-player, someone who will collaborate and play well with their team/personnel. This is everything to the C-suite decision-maker. They know that in order to get far, you have to go together.
- Imagine – Like a great work of fiction, the word imagine invites your buyer into a new world where they are king or queen. “Imagine with me for a second that [x problem] is completely solved. What will you do with your free time, added revenue, saved resources, etc.? Imagine how this will impact your day-to-day.” Remember, don’t ask them to imagine particulars. Instead, get them to imagine how the transformation feels from the inside out.
- Your Prospect’s Name! – In his popular book How to Win Friends and Influence People, Dale Carnegie wrote: “A person’s name is, to that person, the sweetest sound in any language.” This is still true today, nearly 90 years after that book was published! People love to hear their own name, it triggers a sense of power and status. So be sure to drop your prospect’s name at pivotal moments in the sales meeting. Just be authentic, and do not overdo it.
Final Words
If you’re in a sales slump, or even if you just want to optimize and grow your skills, be sure to use these trigger words starting today. Of course, you don’t have to use all 10 of these words, but pick a few to start with and get to it. Jot them down on a sticky note and put them at your workstation as a reminder.
And keep in mind that words make sales. But just as important is the way you communicate with your prospect. To maximize effectiveness, slow down your speech, emphasize and enunciate the words, and vary your pitch and rhythm. And with a little practice, you’ll find that your prospects are hanging on your every (trigger) word. You’ve got this.
Until next time…
Johnny-Lee Reinoso