We are firm believers that words have meaning. Most people know that to be true even though they don’t necessarily use the appropriate words based on what they actually mean. What most people don’t know is that words also carry emotion.

Each and every word carries with it an emotional connotation. We can’t possibly know the full emotional impact that any/every word will have on a customer, mainly because the emotion comes from their own personal life experiences. But what we can do is encourage our salespeople to make word choices that are more likely to conjure positive emotions and stay away from words that are sure to elicit negative ones.

Negative Words & Phrases—Avoid These

  • Sell
  • Sell you a car
  • Purchase
  • Buy
  • Get/Put you into
  • Pay
  • Spend
  • Sticker
  • Upside down
  • Problem
  • Here’s the problem
  • We/I don’t…
  • We/I can’t…
  • Concern
  • Issue
  • Down Payment
  • Policy
  • Trade Appraisal
  • Allow/Allowance
  • I don’t know

There’s no telling why these words stir negative emotions with customers. But we do know that replacing these negative words with positive words will not only help your salespeople build rapport with customers but also help them close more sales too.

Positive Words & Phrases—Use These Instead

  • Help
  • Serve
  • Work with
  • Own
  • Drive
  • Invest/Investment
  • Initial investment
  • Sale price
  • Internet sale price
  • Discounted price
  • Tell me your story
  • Here’s what I can do…
  • Question
  • Hiccup
  • What your car is worth
  • Exciting
  • Happy
  • Vehicle Specialist
  • Only
  • Because
  • I’d be glad to find out for you

Keep in mind that it’s not only what you say, but how you say it. It’s hard to make a positive impression on your customers unless you sound like a positive person. When you train your salespeople to avoid negative words and speak more positively, you will see a direct impact on your sales.

But it isn’t just what you say that can transform the sales process, our book The Last Up has the power to change everything and make what you do more valuable. The future of sales and how you can reap the biggest rewards from the opportunity are revealed in this powerful and enchanting tale. Get your FREE copy of The Last Up here.