enx magazine

This is something I hear during nearly every roll-play exercise at my sales seminars. It is a word used in everyday conversation, but this one word can derail an ter word is often used when responding to an objection, but it can ruin everything else you say.

Words Count

How quickly you capture a customer’s attention depends on how carefully you choose your words, according to Maura this-World Results (First Books Library, 2002).

Schreier-Fleming recommends staying away from one particular word. “If a customer has a concern, our job as salespeople is to listen, to acknowledge and to hear that concern.”

“Using the word ‘but’ negates everything you’ve said before it,” warns Schreier-Fleming. “What your customer hears is the disagreement that precedes an argument. Instead, first acknowledge the concern and follow with the word ‘and.’”

For example, your customer might comment that the process you recommend sounds complicated. You would respond: “Yes, it is complicated and with our technical assistance . . . “

Think about how much better the word “and” sounds - in the sentence above - instead of the word “but.”

Another way to answer the “it sounds complicated” objection:

“Yes, it is complicated; my job is to make it easy for you. It will take only a few minutes to help you and your staff feel comfortable using it. Can I write up the order?”

Or:

“This is where you benefit from using our services. We are the only company in town that includes free training. And you can return for training in the future as often as you like, at no charge. We can enroll you in the class beginning on Monday. Would you like to do that?”

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