Sales Language. Use The Best Language To Describe What You Sell And Create An Image In The Customers’s Mind By Claude Whitacre

[ 0 ] April 9, 2017 |

Use of the best words to describe what you sell. Some words imply a benefit or create and image in people’s minds.

For example, if you sell something that is heavy, it’s better to call it sturdy, well built, substantial…..these sound like benefits, even though they also mean heavy. You want to be accurate, and not mislead, but you can still use more descriptive language.  I used to sell a vacuum cleaner that had one unique feature, an air flow regulator that told you if you had the vacuum cleaner set at the correct height. We could have called it an air flow regulator, but nobody would have remembered those words. So we changed that feature’s name to a “Brain”. The only vacuum cleaner with a brain…it figured out the correct height adjustment for you. It was a form of branding, and it was easy to remember, and sounded unique. It also conveyed the meaning that the machine did something for you…and sounded like a real benefit..which it was.

A side story…A new product came into our store that was a yellow in a shade I found unattractive. My first thought was “It looks like baby poop”. And for a day, that’s the image I had in my head. But I looked it up on the company’s website…Nope, it was Citrus. And I instantly saw it. It really was Citrus…but if I were a customer, and nobody told me it was Citrus…it would be something much worse in my mind.  Use of language to describe what you sell is important.


My book on One Call Closing covers other suggestions that will increase your sales.

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About the Author ()

Claude Whitacre has been selling for nearly 40 years. He has broken company sales records, been a speaker at industry conventions and trade shows, and still makes sales to test ideas and teach what works. He is regularly asked to speak for business owner groups on selling. Claude speaks to groups of business owners and salespeople... and nobody else. Subscribe now to get more posts like the one you just read, product updates, and announcements of new books by Claude. Be sure to subscribe to my Youtube Channel to get the latest video training. Youtube Username; Sales Prospecting And Closing Sales.

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