Your Words and Tone Influence Customers

Your WORDS and TONE influence customers. Is that good news?

As a sales professional, you have the power to positively attract customers and grow your business by choosing particular words and communicating with a tone that positively influences others.

It’s widely understood that many customers actually shop and purchase to elevate their thoughts and feelings—otherwise known as retail therapy. As a sales professional, your words and tone impact how the client not only feels about you, but also how they feel about themselves in your presence. Isn’t it true that we feel better about ourselves in the company of some people more than with others? And when customers feel better about themselves when they are with you, they’ll likely give you credit for their positive feeling-state, which will invariably increase both the frequency of visits to your store and the likelihood they will ask for you by name. Research consistently shows that people remember how they felt when they were listening to a speaker — more then they can recall what the speaker actually said.

How important is this skill to your success in sales?
As a sales professional, you want to continuously add skills to your tool-kit that improve your individual conversion rate (productivity) so that you’re less dependent on negative influencers that are outside your control, such as traffic, weather and business trends. This also increases the equity of your client relationships, specifically the good business that is a result of clients returning to the store, month after month, year after year and asking for you. Otherwise known as working smarter.

What is the risk of not learning and applying this skill?
Without a particular awareness of how to use this skill successfully, as a sales professional you may unintentionally be using or not using words and phrases that cause you to actually miss out on opportunities to build professional relationships that grow your business exponentially. We call this a silent derailer – because unlike when a client has a complaint – in this case, he or she silently moves-on without making a purchase.

Is this a skill that can be learned?
Yes, the following are insights into words and tone that attract new customers and keep your current clients coming back.

Consciously choose both the topics that are client centric and also speak in a tone that communicates how you want the client to feel about you and themselves. Simply said, you will get back what you give—so give generously.

WORDS – Message
Consciously raise topics that add value to your client/relationship, such as: Communicate your mood by communicating the following qualities in the tone of your voice:

  • Suggest product benefits
  • Communicate uniqueness
  • Convey quality/value

TONE – Mood
Encourage client to speak upwards of 60%+ of the time

  • Respect
  • Empathy
  • Curiosity
  • Cheerfulness
  • and smile with your eyes!

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