Years ago I worked with the most amazing salesperson. He had passion and energy that could win any customer over in just minutes. But what made him so productive was his ability to romance a product with words. When he described a product you just had to buy it. He could talk about mud like it was caviar.
I asked him how he learned to be so good at using descriptive words that added so much emotion to his product presentations. Not surprisingly, he was a writer, so it came fairly naturally to him. He told me he just tried to “punch up” his words when he showed products.
Even if you’re not a writer, with a little bit of practice you can punch up your product presentations, too. Words like “elegant,” “unique,” “special,” “sophisticated,” “tasty,” “delicious,” “popular,” “cozy,” “dramatic,” “romantic,” “stunning,” “charming,” etc., add life and depth to your presentation.
There are other ways to punch things up when talking with a customer.
* The words JUST and ONLY can make products seem more affordable. This is especially effective when showing an additional item that’s priced lower than the first item. “The widget that goes with it is only $22.”
* Using the word KNOW demonstrates your expertise and gives your customer confidence in what you’re showing. “I know she’s going to be very happy with this.”
* Using a plural assumes a multiple item purchase. “Which ones would you like?”
“The word ESPECIALLY highlights, and often positions, an item as exceptional. “This widget is especially comfortable.”
* And, of course, the punch words that are especially important. THANK YOU. PLEASE. YOU’RE WELCOME.
Here’s how to apply today’s newsletter and PUNCH UP YOUR SALES.
1. Practice coming up with new punch words associated with specific products. Have someone on the team pick out a product and then as a group brainstorm a list of punch words that can be used when presenting that product to a customer. See how many of the words can be used in the next hour or throughout the day.
2. Apply it to your customer and his/her experience. As a group, come up with additional punch words that can be used with customers to improve their experience and make more sales. “That necklace looks FABULOUS on you.” or “We REALLY APPRECIATE you coming in today. Thank you.”
3. Punch up your day! Pick one or two punch words from my examples above and any you’ve added. Commit to using them throughout the day, and report to your manager at the end of your day the impact it had on the customers and your results.
Sometimes the smallest changes can make a big impact in your day and weekend results. One or two punch words can do just that.
So let me ask, how well do you punch up the products you show, and the experience you deliver?
Have an ESPECIALLY successful and AMAZING week and weekend!
