In many cases, winning a sales contract often comes down to one simple fact – are you and the benefits of your product more memorable than all the other people pitching your prospect?
Think for a second about how it must feel to work as a purchasing manager. The second you so much as think about buying a new product, you’re immediately hit with several different sales messages, all from people who are as eager to close the deal as the next guy. Heck, you don’t even have to be looking to buy something for the number of incoming cold calls to make you want to put your phone straight to voicemail and call it a day!
After being subjected to pitch after pitch, day after day, there are plenty of buyers out there who will simply make a decision to be done with the entire process – whether or not the option they’ve selected is truly in the best interests of their companies. So if you want to increase your odds of being the solution these buyers turn to (no matter how engaged they are), you’ve got to make your pitch as memorable as possible.
One way to do this is with the use of “power words”. These words appeal to different areas of our brains than most communication, causing pitches using power words to be “stickier” in the minds of prospects. The following are a few power words for you to consider, as well as how you can use them in your sales pitches:
Power Word #1 – “Achieve”
People are motivated by very different things, but one of the strongest pulls is our desire to achieve. It’s why we chase after sports trophies, good grades and high sales commissions – and it’s what makes this word so valuable in sales communications. Showing your prospect how your product or service will help him to achieve his goals (not just what features it provides) will give you a leg up over the competition.
“If you’re anything like my other clients, I don’t doubt you’ll achieve a 100% return on your investment in as little as three months.”
Power Word #2 – “Choice”
In my last post, I mentioned how important choice is. When we have access to different choices, we feel powerful – when we don’t, we feel threatened and insignificant. So if you want to be more persuasive and make your prospect feel empowered by your product or service, consider phrasing your sales pitch in the form of a choice being offered.
“You have a choice – you can go with my solution, which guarantees a 50% improvement in sales, or you can go with my competitors who won’t do a thing to protect your investment.”
Power Word #3 – “Complete”
Ever bought a new toy or video game, only to get home and realize you don’t have the right batteries on hand? Missing pieces can be frustrating, which is why most people are drawn to complete solutions. You can take advantage of this natural tendency by incorporating language that positions your product or service as a complete offering compared to your competitors’ solutions.
“The beauty of my product is that it’s a complete solution. You won’t need to make any additional investments to achieve the benefits we discussed.”
Power Word #4 – “Critical”
For some reason, the word “critical” makes me think of astronauts and other life-or-death pursuits. It’s an engaging, powerful word – when something is truly critical, it’s more than just important. Plenty of peoples’ brains respond in the same way, making the use of this power word a great way to grab your prospect’s attention and hold it until your pitch can be completed.
“With the coming changes in your industry, it will be critical that you improve your systems if you want to stay on top.”
Power Word #5 – “Secure”
Security is another powerful motivating force – especially in this down economy. With corporate budgets as tightly controlled as ever, the risk of misusing funds is a very real concern for many people. When pitching high dollar products and services, emphasizing the security of your offering can be a great way to help hesitant prospects move closer to a deal.
“The money back guarantee we offer helps to keep your investment secure, so you never have to worry about losing money or taking a big risk.”
Power Word #6 – “Simple”
Remember that busy purchasing manager we were discussing earlier? If he had to choose between two products – one of which that’s pitched based on its proven results and the other that’s sold on its simplicity – which do you think he’ll choose? Keep in mind, busy people like simplicity, which is what makes this word so powerful in sales communications.
“Getting started with our product is simple – before you know it, you’ll be up and running!”
Power Word #7 – “Startling”
The word “startling” works in sales pitches for the same reason the National Enquirer continues to sell magazines week after week. As humans, we’re fascinated by things that are different, so by calling attention to startling facts and figures about your industry or product lines, you’ll bury your pitch even deeper in your prospect’s mind.
“It’s startling, how many people will fall behind in your industry in the next few years. That’s why we recommend launching now to prevent any unnecessary delays.”
Are there any words you’ve found to be particularly useful in your own sales pitches? If so, share your recommendations in the comments section below!