Let’s take a “power words” quiz. Examine these two phrases:

Phrase 1: We Do The Deal Right.

Phrase 2: We Always Insist That Every Sale Be Done Exactly Right—No Exceptions.

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The first one expresses a worthwhile idea in a straightforward, easy-to-understand way. Unfortunately, it’s also stated in such an expected, non-interesting, and uninspiring way that nobody will give it a second thought.

The second phrase, on the other hand, has a certain level of panache to it. It’s intrepid, audacious, and borderline cocky. It’s not the kind of thing one says unless one is certain they can follow through on the stated promise. It’s concrete, certain, and confident. And because of that, it’s also unusual, unexpected, and interrupting. It has power, precision, and passion.

Lyndon B. Johnson was famously quoted as saying, “What convinces is conviction. Believe in the argument you’re advancing. If you don’t, you’re as good as dead.”

A big part of your sales success depends on finding ways to say things that leads prospects to believe that YOU actually believe what you are saying. If you don’t, you’re as good as dead.

In other words, Phrase 1 above has no conviction. Phrase 2 does—and it wins, hand down.

ALWAYS: We always finish the service job when we say we will (if not we will call you to explain why). We always leave your vehicle cleaner than we found it. We always do what we say we will do.

NEVER: We never apply any sales pressure. We never quote one price then charge another. ONLY: We only use the highest quality materials in our service department.

ABSOLUTELY: You can absolutely count on the final price being the same.

ALL: All employees must attend mandatory training. All work is done by master-mechanics.

EVERY: Every detail is carefully monitored to ensure quality. Every single job is assigned priority status within our system. Every imaginable precaution is taken to assure quality.

PERFECT: Outstanding is not good enough; our standard is PERFECT. We strive for zero complaints.

EXACT(LY): Our exacting standards our your assurance that if you need service the job will be done right.

EXPECT: You can expect your salesperson to have you in and out in a timely manner. You should expect the final price to match the quote to the penny.

ELIMINATE: We eliminate every hint of stress from the sales process. We eliminate the uncomfortable sales pressure applied by most companies.

Once you get a feel for these two sets of words, you can start to combine them to really crank up the power: always insist; absolutely refuse; never require; always eliminate, etc.

As we close, let’s reconsider the power statement at the beginning of this post:

We ALWAYS INSIST That Every Contract Be Done Exactly Right The First Time—No Exceptions.

Count the number of Absolutes and Commandos: always, insist, every, exactly. That’s four… and “no exceptions” is what we call an “Elevator”.

Now let’s shift our attention to Commandos. These are first cousins to Absolutes, and often are used in tandem with them to create real powerhouses. Commandos are words that suggest a rigid inflexibility; their unyielding nature leads readers to be believe that you really mean what you’re saying.

REQUIRE: We require all salespeople to sign a “no tricks, no pressure” sales agreement. We require all workers to take random drug tests.

DEMAND: We demand all salespeople take of sensitivity training prior to letting them see customers.

INSIST: We insist that all salespeople arrive on time, wearing clean clothes and having a friendly appearance, and to do the job right. We insist salespeople sign our “code of ethics” agreement prior to starting with us.

REFUSE: We refuse to expose our clients to high-pressure salesmen. We refuse to accept payment until you say you’re 100% satisfied with the sale.

What do you think? Do you have a few tricks up your sleeve that are just as powerful? Make your voice heard by leaving a comment below. Don’t forget to hit the share button if you know others who will find this post useful.

I.C. Collins ~ Author and Educator: Has One Simple Goal Improve a Million Automotive Sales Consultants Lives

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