Last week we explored five weak words that sabotage your marketing power. In marketing, sales, and negotiation, power dynamics play a huge role in the outcome. The message you send with the words you choose goes a long way in positioning yourself. This week, we will look not just at how to avoid a weak stance, but we’ll arm you with five strong words that position you with power.
Before we go on, if you haven’t had a chance to read about the five weak words that sabotage your marketing power, you will want to read that tip here. It’s important to understand which words will deflate you and why. In some cases, there are simple alternatives you can use to help your cause.
As you think about what it means to be strong in a conversation or in a relationship you are building, there are nuances depending on the scenario. I want this tip to be food for thought in the realms of marketing, sales, and negotiation. Yes, each of those aspects of business may call for different tactics, but I believe all of these skills have a place in your business success.
When it comes to marketing, your goal is to get your message out there in a way that attracts the right audience. In sales, you are entering into a direct discussion with a prospect, and you want them to buy what you are selling. Negotiation takes lessons from marketing and sales, but what you are driving toward here is a win-win relationship where both sides benefit.
There is crossover in the skills required for marketing, sales, and negotiation, but strong positioning is vital for each. Here are 5 strong words that position you with power, and you may see cases where some are more relevant for you:
- Because. The word “because” is important not just for the word itself, but for what you are doing with it. The point of this word is to follow it up with a solution to the other person’s problem. “Because” should be followed by something that eases someone else’s objection. Whatever action you want them to take is irrelevant to them until they know what they will get from it. The word “because” signals others to listen for why your pitch matters to them. You aren’t looking for the cliché “because I said so.” You are looking to give them a reason that will be compelling to THEM.
- Advantage. This word is compelling for one specific personality type. You may be aware that there are four different social styles when it comes to buying (if you’re not aware, click here for the first of this series of tips). This means that you ideally wouldn’t use the same sales technique for everyone, but instead use an approach that is specific to what that type of person needs. One social style is the “driver.” Drivers are looking to win. To be the best. To compete. These people would be interested to know what advantage you are giving them. As you get to know the different social styles, you may find that this one is one of the easiest to spot, so arm yourself with a strong word like “advantage” to give you the strength you need while guiding them to an equally strong choice.
- Imagine. You know the way that people often prefer books to movie adaptations, because the movie didn’t live up to what they imagined? Think about what a powerful tool the imagination is. Although part of the job in selling something is to overcome objections, another road to the sale is to get the other person to imagine the wonderful results ahead. This can be a useful approach for marketing, sales, or negotiations. If they can imagine a world where they are experiencing benefits from doing business with you, they will be more likely to go ahead. You can set it up to get their imagination working. “Imagine what you could do with all the extra energy you had if you slept better at night.” “What do you imagine your team would be able to do if we freed them up by outsourcing this work?”
- Avoid. In some cases, people are motivated not by what they want, but by what they want to avoid. If they are afraid of or worried, they are identifying what they don’t want. You can get their attention if you can show how you will help them avoid the outcome they don’t want. This may seem counter-intuitive to you if you are inclined toward optimism and selling the positive. However, there is a time and a place for selling them on the negatives they want to avoid. Your use of the word “avoid” is strong in these cases, because you are showing that you are an ally in their safety and security.
- Agree. Agree is an impressive word, and it is an equally impressive concept. You are probably going to see more use for this in sales and negotiation conversations when you are talking directly with a prospect, but we also see this word occasionally in marketing to show validation (such as when “5 out of 6 dentists agree” in the benefits of a toothpaste). Agreement makes you collaborators instead of adversaries. It’s about getting on the same page. Asking if they agree that an outcome is a good one helps you establish right away that you are both working toward the same goal. Agreement can also be a nod of the head in affirmation. In fact, that can be an entirely non-verbal cue that you lead. If you subtly nod, and later find that they are nodding with you, your body language is signaling agreement. This is useful information on the road to a sale. For negotiating, where win-win solutions are the objective, agreement is crucial to mutual benefit.
Psychology and power language play a role in our business success. Know which words set you up and which ones let you down, and you will start to see the impact of your stronger position in the deals you make.Know which words set you up and which ones let you down. #language #sales #power #negotiation #marketing #business #smallbusiness Click To Tweet
These five words are strong for different reasons, in different situations, and for different personality types, but they’re all handy for your repertoire.
Of course, none of this changes overnight. The strength we project is the sum of dozens of habits. We make many choices that add up to an overall impression. As you start to become aware of the impact of one choice at a time, it gets easier to spot. If you are on a find and replace mission, start looking for these five strong words – and the five weak ones from the last tip – and get yourself on a track to success.