WEBVTT NOTE This file was generated by Descript 00:00:00.690 --> 00:00:01.980 The no, no words. 00:00:02.040 --> 00:00:03.510 Yes, they do exist in sales. 00:00:03.510 --> 00:00:07.230 And in this video, I'm gonna be sharing with you the words that you never, ever, 00:00:07.230 --> 00:00:09.240 ever should use in a sales appoint. 00:00:09.809 --> 00:00:12.510 Except for one specific circumstance, which I'll share 00:00:12.510 --> 00:00:13.469 with you here in a minute. 00:00:13.770 --> 00:00:17.729 Listen, whether you're brand new in sales or you've been selling for a long 00:00:17.729 --> 00:00:21.840 time, you've probably studied sales communication and the language we use. 00:00:21.990 --> 00:00:25.110 But in this video, I'm gonna take it one or two steps deeper and 00:00:25.110 --> 00:00:28.200 leave you with an actionable plan to improve your communication. 00:00:28.349 --> 00:00:31.050 So you can win more business before we get started. 00:00:31.050 --> 00:00:33.090 I just wanna say quick, welcome, or welcome back. 00:00:33.090 --> 00:00:33.960 My name is Adam Bens. 00:00:34.240 --> 00:00:36.400 The roof strategist, and I'm super glad to have you here. 00:00:36.400 --> 00:00:38.170 If you haven't yet done it, subscribe to the channel. 00:00:38.320 --> 00:00:43.450 I put out new content twice a week, all designed to help you implement as quickly 00:00:43.450 --> 00:00:48.190 as possible, as fast as your very next sale to help you make even more money. 00:00:48.400 --> 00:00:52.480 So you can smash your income goal and give every customer an amazing experience. 00:00:52.740 --> 00:00:54.600 So let's get to it in today's video. 00:00:54.750 --> 00:00:57.600 We're gonna talk about the words that you should never ever use. 00:00:57.840 --> 00:01:00.930 Now let's get the fundamentals out of the way. 00:01:01.140 --> 00:01:08.160 First is words, create emotion and images in our mind, emotion and images. 00:01:08.340 --> 00:01:10.570 When we hear a word oopsies. 00:01:11.039 --> 00:01:12.960 Come on now, come on tablet. 00:01:13.020 --> 00:01:13.440 There we go. 00:01:13.860 --> 00:01:18.390 Um, when we hear a word they trigger emotions or we visualize 00:01:18.630 --> 00:01:20.370 the story that we, that we hear. 00:01:20.370 --> 00:01:23.640 And that's why certain movies are so captivating because as we're 00:01:23.640 --> 00:01:26.610 watching the visuals, there's like the narrator in the background and 00:01:26.610 --> 00:01:30.420 they really supercharge the story and bring that emotional feel whether the 00:01:30.420 --> 00:01:36.090 narrator is using this soft voice or they're really intense, it change. 00:01:36.500 --> 00:01:39.320 Everything, but it's not just the words they use. 00:01:39.410 --> 00:01:42.229 It's the emotion that's tied to that word and the image of it. 00:01:42.229 --> 00:01:43.100 So I'm gonna give an example. 00:01:43.280 --> 00:01:48.350 If I say the word stop sign, uh, you, you are going to visualize in your mind's. 00:01:48.795 --> 00:01:49.425 A stop sign. 00:01:49.485 --> 00:01:50.475 That's in red, right? 00:01:50.475 --> 00:01:51.765 That's the image. 00:01:51.915 --> 00:01:55.995 Now that emotion that's tied to stop is one of caution fear. 00:01:56.055 --> 00:01:56.355 Okay. 00:01:56.475 --> 00:02:00.885 So then the emotion comes in all from a simple word, like stop. 00:02:01.215 --> 00:02:01.425 All right. 00:02:01.425 --> 00:02:04.905 We paint that visual individual triggers the emotions, or sometimes 00:02:04.905 --> 00:02:08.025 it goes the other way around where we, we hear the word sad. 00:02:08.180 --> 00:02:13.220 We might feel sad and then have an image in our mind of the, the sad emoji, right. 00:02:13.220 --> 00:02:14.900 Or whatever it is or someone frowning. 00:02:15.110 --> 00:02:20.720 But these two work hand in hand and true artists in sales understand 00:02:21.140 --> 00:02:25.910 the emotions and the images that are tied to the words that they use. 00:02:26.120 --> 00:02:30.530 And that's why I encourage salespeople to study the art of direct response 00:02:30.530 --> 00:02:34.460 copywriting, the, the written form of selling, because you get 00:02:34.460 --> 00:02:36.680 more choosy because you lose. 00:02:36.870 --> 00:02:41.250 The body language, the tonality, and being able to read your customers and you rely 00:02:41.680 --> 00:02:44.579 exclusively on the language that you use. 00:02:44.820 --> 00:02:49.170 So pro tip go study direct response copywriting, and you're gonna fine tune 00:02:49.170 --> 00:02:50.940 your sales skills in a really big way. 00:02:51.510 --> 00:02:55.769 All right, now that we have our fundamentals in the groundwork laid that. 00:02:56.310 --> 00:02:58.260 Words, trigger emotions and images. 00:02:58.410 --> 00:03:02.459 Let's now go into the words that you should stop saying, or never say in 00:03:02.459 --> 00:03:04.380 a sale, along with the one exception. 00:03:04.649 --> 00:03:07.299 First is the word contract. 00:03:07.560 --> 00:03:08.549 Now what. 00:03:09.165 --> 00:03:12.585 Emotion comes when you hear the word contract contract 00:03:12.615 --> 00:03:14.175 sounds like handcuffs to me. 00:03:14.385 --> 00:03:16.005 I am contractually obligated. 00:03:16.185 --> 00:03:17.925 A contract sounds scary. 00:03:17.985 --> 00:03:22.425 There's a lot of risk it's long term contract, not fun. 00:03:22.635 --> 00:03:25.065 The images of a contract is fine. 00:03:25.070 --> 00:03:28.276 Print legal terms and feeling like you don't really understand it. 00:03:28.575 --> 00:03:29.265 Would you agree? 00:03:29.505 --> 00:03:31.395 Contract's not a very good word. 00:03:31.395 --> 00:03:32.235 I'm gonna go through the list. 00:03:32.385 --> 00:03:33.255 We'll talk about the. 00:03:33.750 --> 00:03:35.940 Words to use in its place here in just a minute. 00:03:36.179 --> 00:03:38.010 Another word is price. 00:03:38.429 --> 00:03:38.700 Okay. 00:03:38.700 --> 00:03:40.679 And I'm gonna throw cost in here as well. 00:03:40.679 --> 00:03:41.459 Price and cost. 00:03:41.459 --> 00:03:45.299 These are two words that we don't want to use, and some 00:03:45.299 --> 00:03:47.190 will go so far as to say, bye. 00:03:47.339 --> 00:03:51.810 And the reason for that is all of these have a sense of losing something. 00:03:51.839 --> 00:03:52.820 There's a price, meaning. 00:03:53.325 --> 00:03:57.405 It comes outta my pocket, a cost I'm giving up money when I buy something. 00:03:57.765 --> 00:04:02.235 Although I do get a reward, I'm losing my money in order to get it. 00:04:02.595 --> 00:04:08.025 So price cost and buy I'll have this feeling of loss associated with it in 00:04:08.025 --> 00:04:11.715 images of when you buy now online it's I have to go give them my credit card. 00:04:11.745 --> 00:04:13.005 I'm gonna forfeit this money. 00:04:13.245 --> 00:04:15.825 What's the cost of something there's no upside. 00:04:15.885 --> 00:04:19.695 It's purely a negative connotation to losing money. 00:04:20.019 --> 00:04:24.549 And then again, price, I'm seeing a big ticket item with a big red 00:04:24.549 --> 00:04:28.900 dollar sign in at least four numerals to me, that's how cost breaks down. 00:04:29.169 --> 00:04:33.250 So these simple words, again, are all scary words to people 00:04:33.255 --> 00:04:35.500 as is this one, the words sign. 00:04:35.620 --> 00:04:38.349 And oftentimes, you know, people say, Hey, I just need you to sign here. 00:04:38.530 --> 00:04:40.210 We don't wanna say sign, sign. 00:04:40.770 --> 00:04:42.479 A contract again, fear. 00:04:42.479 --> 00:04:43.830 Do you like signing things? 00:04:43.859 --> 00:04:44.190 No. 00:04:44.190 --> 00:04:45.630 What does it mean when you sign something? 00:04:45.809 --> 00:04:48.359 Usually you're giving up your rights cuz you're acknowledging 00:04:48.359 --> 00:04:49.799 how something works in this. 00:04:49.830 --> 00:04:53.520 The, the, the the deck is stacked in the other person's favor. 00:04:53.760 --> 00:04:58.080 So again, the words and images associated with these things here, 00:04:58.140 --> 00:05:00.359 contract price, cost, buy and sign. 00:05:00.570 --> 00:05:04.950 I'll share a few common themes of negativity and. 00:05:06.135 --> 00:05:09.015 sadness and loss. 00:05:09.344 --> 00:05:09.734 All right. 00:05:09.734 --> 00:05:12.645 With the feelings of loss, not good words. 00:05:13.005 --> 00:05:15.104 Instead, a few simple adjustments. 00:05:15.104 --> 00:05:16.185 We'll get this erased here. 00:05:16.215 --> 00:05:18.765 And I wanna share with you what you can say instead. 00:05:18.825 --> 00:05:22.455 And then again, that one exception, cuz there are some times that this can be used 00:05:22.664 --> 00:05:24.585 in what I'll call a reverse psychology. 00:05:24.585 --> 00:05:25.635 And I'll touch on that in a minute. 00:05:25.875 --> 00:05:27.585 First with contract. 00:05:27.614 --> 00:05:29.625 Instead, what we can say is agreement. 00:05:29.970 --> 00:05:30.240 Okay. 00:05:30.245 --> 00:05:33.900 An agreement is a mutually beneficial arrangement. 00:05:34.230 --> 00:05:35.610 We've agreed to do this. 00:05:35.610 --> 00:05:36.720 So this is our agreement. 00:05:36.720 --> 00:05:40.020 Again, you might be thinking, oh, it's called a contingency agreement. 00:05:40.025 --> 00:05:40.170 Yeah. 00:05:40.170 --> 00:05:41.790 Not a contingency contract contract. 00:05:41.970 --> 00:05:42.870 It's called an agreement. 00:05:43.110 --> 00:05:46.200 The price and cost are investments. 00:05:48.000 --> 00:05:48.330 Okay. 00:05:48.450 --> 00:05:51.120 Instead of buying you get. 00:05:51.870 --> 00:05:55.560 I know it sounds crazy, but getting something is positive, 00:05:55.830 --> 00:05:57.360 buying something is negative. 00:05:57.540 --> 00:06:00.990 Do you want to get access to this or do you want to go buy a new phone? 00:06:01.170 --> 00:06:03.840 Do you want to get the latest technology on the newest iPhone? 00:06:03.990 --> 00:06:07.080 Or do you want to go buy one and spend the $1,400 retail? 00:06:07.200 --> 00:06:08.100 No, you want to get it? 00:06:08.280 --> 00:06:09.930 So again, positive. 00:06:10.219 --> 00:06:15.260 Spin of all of this positive emotion, positive images agreement. 00:06:15.260 --> 00:06:19.520 I think visuals of handshakes investments, I put money in, I get money out. 00:06:19.789 --> 00:06:23.240 I am playing into one of the strongest human motivators, which is greed. 00:06:23.300 --> 00:06:26.570 And by the way, greed has its upsides and downsides, but all of us are looking 00:06:26.575 --> 00:06:30.320 for gain, which psychologists kind of classify into the realm of gain. 00:06:30.590 --> 00:06:31.400 Excuse me, of G. 00:06:31.755 --> 00:06:32.955 I can gain something from this. 00:06:32.955 --> 00:06:36.555 And then again, get is a positive mindset obtaining becoming wealthier, 00:06:36.645 --> 00:06:38.745 having access or ownership to something. 00:06:38.775 --> 00:06:41.505 And again, images of that coming to me versus buy. 00:06:41.715 --> 00:06:44.055 I have images of me forfeiting my money. 00:06:44.085 --> 00:06:47.085 Do you see the difference here again, whether your customer's aware this or 00:06:47.085 --> 00:06:50.955 not, it's going on in their head now let's get to the one little exception here. 00:06:52.335 --> 00:06:57.045 there are times where I will mention price and cost, but in an inverse way, 00:06:57.075 --> 00:06:58.215 you know, here's what I mean by that. 00:06:58.515 --> 00:07:03.885 If I'm going through the details of let's say a good, better, best system. 00:07:04.275 --> 00:07:08.925 What I may sometimes do is say that this option is cheaper. 00:07:09.350 --> 00:07:11.930 Now, I know the sales people that are watching are saying, 00:07:11.960 --> 00:07:14.270 Adam, that is an absolute no-no. 00:07:14.270 --> 00:07:17.420 We never wanna say the word cheaper, because that includes that 00:07:17.425 --> 00:07:21.530 something's more expensive, but I challenge on this because it is a 00:07:22.070 --> 00:07:24.410 strategic use of this word in a way. 00:07:24.460 --> 00:07:26.830 Where that customer feels like they've gained something. 00:07:26.830 --> 00:07:28.419 This is a cheaper alternative. 00:07:28.630 --> 00:07:33.039 So what I know that they're worried about if they object to the bigger package, 00:07:33.039 --> 00:07:37.810 the best system, because it's too much money and I'm talking about it as an 00:07:37.810 --> 00:07:42.669 investment, I may say, Hey, I have a cheaper alternative investment for you. 00:07:42.880 --> 00:07:44.740 And to them cheaper equals. 00:07:45.395 --> 00:07:46.534 Saving money. 00:07:46.715 --> 00:07:50.525 So those are the very, very rare exceptions, but I'll where I'll use these 00:07:50.525 --> 00:07:55.534 on the inverse to play into the words and the emotions that I know are tied 00:07:55.534 --> 00:07:59.974 to the word cheaper, cheaper is a better deal, a better bargain, saving money. 00:08:00.005 --> 00:08:05.135 And I want that homeowner to experience that emotionally and the visual images. 00:08:05.224 --> 00:08:09.065 And then I'm gonna very quickly tie back in to talking about the agreement 00:08:09.065 --> 00:08:11.315 and the investment in the longevity. 00:08:11.440 --> 00:08:14.200 And all the benefits of this new roofing system that we're looking at. 00:08:14.380 --> 00:08:18.340 So again, I did wanna share this as a bit more of an advanced practice of 00:08:18.340 --> 00:08:21.219 going through the good, better, best, because I've had some people push. 00:08:21.975 --> 00:08:23.025 To with me on it. 00:08:23.025 --> 00:08:25.725 And I'm not saying that you need to agree with me and I'm telling 00:08:25.725 --> 00:08:26.925 you now, I'm not saying I'm right. 00:08:27.135 --> 00:08:32.745 What I am sharing with you is the psychology behind the words and images 00:08:32.775 --> 00:08:35.445 that are tied to the language that we use. 00:08:35.655 --> 00:08:37.335 Now, how do we put this in action? 00:08:37.455 --> 00:08:39.555 It's very simple throughout your day. 00:08:39.945 --> 00:08:44.655 Become very conscious of the words and images that are appearing in 00:08:44.655 --> 00:08:45.945 your mind when you hear people. 00:08:45.975 --> 00:08:50.805 And I wanna give you a tip that I use when I practice this, I close my eyes and 00:08:50.810 --> 00:08:53.085 as I'm hearing people talk, I envision. 00:08:53.745 --> 00:08:57.555 Right on my eyelids coming up like the subtitles of the text. 00:08:57.555 --> 00:09:00.615 If you were to watch a YouTube video on mute, for example, and you have 00:09:00.615 --> 00:09:05.055 the text overlay, I'm envisioning all of this in my mind's eye, as I talk. 00:09:05.085 --> 00:09:10.185 And as I use creative imagery, in words, I start to see and feel those feelings. 00:09:10.189 --> 00:09:15.225 And then by experiencing this first hand, I've been able to refine my skills of 00:09:15.225 --> 00:09:20.775 using the proper word choices to create the right emotions in images to clearly. 00:09:21.470 --> 00:09:23.510 The message that I'm trying to communicate. 00:09:23.540 --> 00:09:28.220 And when you master this skill, people will not only hear you more clearly. 00:09:28.340 --> 00:09:31.990 They'll find you to be a stronger communicator, but your 00:09:32.300 --> 00:09:34.340 message becomes more emotional. 00:09:34.460 --> 00:09:36.310 And what's the number one thing people buy on. 00:09:37.005 --> 00:09:38.415 Emotion that's right. 00:09:38.714 --> 00:09:42.255 So I hope that you're able to practice this in your day to day, and you'll 00:09:42.255 --> 00:09:46.515 see, as you begin to communicate the details of your retail bid, the 00:09:46.515 --> 00:09:50.145 details of the contingency agreement and asking for the business is where 00:09:50.150 --> 00:09:51.765 these language pieces will come in. 00:09:51.915 --> 00:09:53.564 Really, really clearly now. 00:09:54.194 --> 00:09:57.165 In my sales training that I teach with the car park formula 00:09:57.165 --> 00:09:58.365 slap form and the arrow formula. 00:09:58.545 --> 00:10:02.025 You'll notice that a lot of the key points that I emphasize in that 00:10:02.025 --> 00:10:06.105 training system are designed around this use of language to really 00:10:06.105 --> 00:10:10.155 engage that customer emotionally, to capture them on their visual imagery. 00:10:10.275 --> 00:10:13.635 So you can close more deals without having to really understand the 00:10:13.640 --> 00:10:15.074 psychology behind why it all works. 00:10:15.074 --> 00:10:17.145 It's just, here's the fast track follow this, and it's 00:10:17.145 --> 00:10:18.495 gonna kick some butt for you. 00:10:18.735 --> 00:10:19.635 So there you have it. 00:10:19.814 --> 00:10:22.335 Now, if you like this video and you want more of. 00:10:22.755 --> 00:10:25.515 What I want you to do is click right here and you can download a free 00:10:25.515 --> 00:10:28.425 copy of my pitch, like a pro roofing sales training, video library. 00:10:28.545 --> 00:10:33.165 If you geek out on this psychology stuff, I've got a, a, uh, whole playlist in 00:10:33.170 --> 00:10:35.415 there on body language and psychology. 00:10:35.655 --> 00:10:38.655 And if you wanna continue your journey with me right here, YouTube thinks 00:10:38.685 --> 00:10:39.975 you're really gonna like this one. 00:10:40.065 --> 00:10:40.995 Hey, thanks for joining me. 00:10:41.000 --> 00:10:41.895 And I will see you. 00:10:41.895 --> 00:10:42.435 I'm the next one.