"Words have no power to impress the mind without the exquisite horror of their reality."
-Edgar Allan Poe
Language is a potent instrument in sales, and sometimes a single word can raise an eyebrow in today’s prospect. The words you choose can make a significant difference, tilting the balance towards a successful deal or a missed opportunity. Unfortunately, many sales professionals unknowingly use "kryptonite" words that may be undermining their deals. On the other hand, there are "power" words that can enhance sales effectiveness. In this post, we've pointed out eight "kryptonite" words and offered their "power" alternatives, backed up by insights from psychology, sentiment analysis, and statistical evidence.
1. Kryptonite: Contract; Power Word: Agreement
"Contract" comes across as strict and legally binding, often intimidating potential clients. The power word "agreement" exudes a sense of mutual understanding and a spirit of negotiation, which feels more approachable and less formal.
2. Kryptonite: Buy; Power Word: Invest
"Buy" may stir up defensive responses as it directly highlights the expenditure involved. The power word "invest," however, prompts thoughts of long-term benefits and growth. This reframes the perspective from spending to investing in a worthwhile solution.
3. Kryptonite: Sign; Power Word: Approve
Similar to "contract," the word "sign" carries a heavy connotation, which may apply undue pressure on potential clients. The power word "approve" delegates authority and control to the client, making the process feel less about binding commitment and more about informed decision-making.
4. Kryptonite: Pitch; Power Word: Conversation
A "pitch" may sound like a one-sided lecture, making clients feel spoken at rather than engaged with. Replacing it with "conversation" emphasizes the mutual exchange, fostering increased engagement and cooperation.
5. Kryptonite: Problem; Power Word: Challenge
While identifying a customer's issues is critical, labeling them as "problems" may induce negativity. Presenting these as "challenges" instead reframes these issues as surmountable hurdles, with your product or service as the ideal solution.
6. Kryptonite: Cost; Power Word: Value
The term "cost" highlights the monetary loss, focusing on the money the customer is losing. On the other hand, "value" shifts the conversation towards the benefits they’re receiving, offering a more positive perspective.
7. Kryptonite: Discount; Power Word: Savings
"Discount" can sometimes cheapen the perceived value of your product or service. In contrast, "savings" maintains the product's value while highlighting the financial advantage to the customer, making your offering appear as an opportunity to save.
8. Kryptonite: Sell; Power Word: Help
People often dislike being "sold" to — it feels pushy and manipulative. The power word "help" has a more positive, altruistic connotation, suggesting that you're providing a valuable service rather than simply pushing a sale.
By harnessing the power of language and understanding the psychology behind it, you can significantly enhance your sales success. Swapping out kryptonite words for power words allows you to forge stronger relationships with clients, facilitate better communication, and ultimately, close more deals. After all, effective salesmanship isn't about manipulation; it's about understanding, assisting, and adding value.