Power Words for Sales

Power words for sales can have a significant impact on our outcomes. Words have a compelling effect on our lives, and even change the course of human history.

We have all been the recipient of either positive or negative remarks where the words to describe us or our efforts evoked a positive or negative reaction.

Words can be so powerful, they can even bring nations to war. “Remember the Maine” was a motto and rallying cry that helped push America into the Spanish-American War when the battleship Maine was blown up in Havana harbor.

With this being the case, it should come as no surprise that power words play an enormous part in the outcome of sales presentations. I sold on commission only for over thirty years and made thousands of sales.

My customers never “bought,” “made payments” or “signed a contract.” At least, that’s not what I ever discussed with my customers. I used power words to create a more comfortable climate for doing business.

Power Words for "What to Do"

To get the sale, first you must use the right words to create interest. Then you build on interest to get to the level of desire. But desire alone is not sufficient. A sense of urgency must finally be built for the customer to see the value of purchasing now.

Urgency plays on the psychological principle of loss aversion.

Power words to garner interest

Customers are fearful of missing out (FOMO). So, first think of interest building words as those that relate to logic and features.

time-tested
verifiable
easy
boost
convert
wanted

Power words to build desire

That second building block, desire, can be developed by using words that relate to benefits and appeal to emotion.

fast
instantly
guaranteed
universally acclaimed
best of the best
secret method

Through probing questions, you become conversant with the customer’s needs and wants. You use these and clarifying questions to help the prospect understand and identify problems they may not have known.

Once you build the prospects’ interest to the level of desire, some will be ready to close on the first attempt; others will still need a push. This is why developing a sense of urgency is so important.

Power words to develop urgency

You must put some subtle pressure on to get the next group of people to purchase. Urgency words are based on several factors—speed, scarcity, and time.

do you really (want to continue with the status quo)
get this monkey off your back
isn’t it worth your health (to take care of or to enjoy the benefits of)
why not push the problem down the road and keep (give the pain point).

Power Words for "How to Do It"

So far, we reviewed the idea that we need to develop interest, then build it to a level of desire, then create a logical and emotional basis for acting now. Power words can reach customers in a number of ways.

Connections

It is important to choose the right words to build a relationship and rapport. Use the client’s name because it is respectful and people are understandably attentive when you personalize the messaging.

Research suggests that specific parts of our brain get activated when we hear our own name.

It just makes sense to use the prospect’s name occasionally. Use the word “you” frequently. It keeps the prospect at the center of your presentation and keeps them engaged. Saying “Thank you” and “You’re welcome” helps keep the relationship friendly.

Emotions

Words can affect how people view us and our intentions. There are a number of key emotions salespeople and marketers use to boost sales. Guilt marketing is one of the powerful ways to prey on human emotions and can change behaviors.

One such example is a fitness club showing an overweight person and then selling the opportunity to enjoy healthy living. Another classic approach is to use words for a comparison. “For less than the price of a soda, you can help a child in need.

Performance

Some words are more effective than others in closing deals because they connect with your customers, meet their needs, and increase their interest.

Talking about “advantages” and “benefits” is central to gaining trust and credibility. They are sales power words that reinforce your value proposition. They give clear reasoning as to why customers should opt for your offering.

The word “imagine” creates excitement and anticipation of problems being solved. “Discover” implies that there is something new and possibly very beneficial with distinct beliefs.

Mindset

Words can shift mindsets. Use positive words like “definitely,” “certainly,” and “terrific.” They can trigger positive feelings. It’s necessary to build credibility and words like “proven,” “expert,” and “best-selling,” do that.

Regarding “best-selling,” if you are on Amazon, when you see the product is a “best-seller,” do you have more confidence in the quality?

Some people are sensory processors and buyers. You are speaking their language when you use words like “see,” “hear,’ and “show.”

Validity

Statements we read, see, or speak regularly are seen as more valid than those we only see occasionally.

“Proven” is a word that suggests that over time, your product’s features and benefits have shown to have value.

“Guaranteed” is a reassuring word and will reduce the concern of the prospect.

“Endorsed” is a powerful word and you could leverage the right one to your great benefit.

For example, if you were in the home security business, there is the Federal Trade Commission and state regulatory agencies like the California’s Bureau of Security and Investigative Services (BSIS). How big would an endorsement from either be?

Continue Learning

The above is just a partial illustration of how power words are used to sell. As always, strive to be a self-made professional by prioritizing ongoing education through the various sources available to you.