Words are your toolbox. The words that you use and the order
that you put them in will either increase or decrease your
effectiveness as a salesperson. To be an effective
negotiator, communication becomes a total package of skills,
which includes body language, power posture, voice
inflections, and semantics. Semantics is actually a
psychologically effective science that involves the use of
alternate words, positive words instead of negative words to
describe the same thing. Semantics, when properly used,
affects the customer in a positive way and causes them to
look upon you as being different than any other salesperson.
You could call it "picturesque speech".
To sell automobiles, to sell anything for
that matter, you must have the ability to paint a picture
with your words. A "word picture" that paints your customer
into the automobile and gives them "mental ownership". From
the very beginning, when men first started analyzing the art
of salesmanship, word pictures and their value were
recognized.
In the Dale Carnage Sales Schools, an entire
week of the course is dedicated to painting effective word
pictures of your customer actually owning and using your
product, a new automobile. Every business and profession has
"buzzwords". Buzzwords are those words that are common only
in that business and mean very little to anyone outside of
the profession. In the automobile business, we have more
than our share of buzzwords. I call this "car talk". When a
salesperson uses "car talk" with a customer, they risk not
only being misunderstood but also sounding glib and rude,
sometimes like a real smart ass. Never tell a customer that
they're "upside down" when you mean that they have a
situation where their automobile has a negative equity
balance. His trade in is better referred to as the vehicle
that he's considering selling to us, "the old sled he's
trading in". Changing our speech patterns is not going to be
easy; it requires a constant, concentrated effort. It's
worth it though. Little, subtle changes in the way we talk
to customers and what we say to them will increase your
sales drastically. For instance, why not start by referring
to "cars" as "automobiles". Sounds a little classier,
doesn't it? Subconsciously, an automobile has more value
than a car. People hate to "pay". They feel better about
making an "investment". Sample Words and their alternatives:
- Buy - Own, Invest, Purchase - Car - Automobile, Vehicle -
Credit Application - Consumer Statement - Trade Your Car -
Sell Us Your Automobile - Sign This - Okay This, Authorize
This, Initial This, Approve This, May I Have Your Approval -
Deposit On The Car - A Partial Payment, Good Faith Retainer,
Earnest Money - Demonstrator - Executive's Evaluation
Vehicle - Discount - Savings - Deal - Proposal - Lease -
Alternative Finance Plan - Payment - Installment, Budget,
Monthly Investment
Power Phrases: - Tell me who you are - Welcome to our
dealership - I have a buyer for the automobile you'll be
selling us - Great! It's ready for delivery - I'm sure that
you're going to like this - As you know... - Follow me -
Your new automobile - I see that you have some question as
to whether or not you're going to be able to afford this new
automobile - You're right, however... - Will we be titling
this in both names? - You've made an excellent decision! -
You deserve it! - Feel this, look at that! - It's certainly
impressive, isn't it?!
Simply changing the way that we express ourselves verbally
can increase our gross sales and make us look more
intelligent and professional to the customer. Over time you
will notice that the proper words will reinforce the
customer's buying decision. They made a good decision by
wanting to do business with you!
Contact Jim at 800.726.0510
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