I was in the process of updating my agent training material and I came across a document that I feel can really benefit all of us. I am quite the student of sales and success habits. My partners and friends often kid me because I seldom read fiction. I'm always reading or listening to a self-help or how- to book or CD. They'd probably tell you I need all the selfhelp I can get. Normally, when I'm finished with an informative program I'll summarize it. I've often found that main ideas of a 500 page book can often be captured in a 500 word essay. Also, I couldn't help our agents by sending a book to them every couple of weeks. A while ago I'd put together a list of words and phrases that will help with sales. You'll probably find you use many of these words. This works best if you actually put it somewhere where you'll read it every day to keep you honest. I wrote it and I still find myself making mistakes.

   Okay let's practice a little. First you should not use the word commission, always use fee for service. People associate the word commission with pushy salespeople, but they pay fee for service to their trusted doctors and dentists. Next, never use cost or price always use the word investment. Remember your home is an investment, your ex's alimony costs you money. More things to avoid are downpayment, deposit or 1st and last they can all easily be replaced with initial investment. Never, never use the words contract or sign. Always, always use the words agreement or endorse/approve. Nobody likes to sign a contract. Also nobody feels good when they're buying. What people like to do is own things. People don't like it when you sell or when they are sold anything but most people don't mind getting involved/getting started with something. Look at the difference. I earn commission depending on the cost and down payment after you sign the contract and your account is sold. Or "Sir, my fee for service is built into the investment. With a small initial investment you can approve the agreement and get started." One flows smooth and the other makes most break out in a fat man's sweat.
   Next we don't have problems we have challenges. Problems are very negative. Nobody wants them. So don't bring them to your customers. Also nobody likes to be "talked to" everybody likes to be talked with. For example "I'd like to talk to you about some problems," or "May I talk with you about some challenges you're facing. One sounds like your 3rd grade teacher pulling you aside the other like a trusted friend who's trying to help you overcome a challenge.
   Remember no one likes to be told or informed of anything. Your spouse usually tells you what to do. Ha Ha, and you're informed that the bank is going to reposses your car. Wouldn't it be nice if you spouse would share some ideas with you and let you know about the party. My personal favorite blooper is touch base. What the heck is that? It offers nothing and says "Hi I really don't have anything to say or to offer you and I'm just calling/stopping by to interrupt your day". Replace it with "Hello Mr. Customer I'm calling/stopping by to see if you're in the market to save money and valuable time in the way you accept payments from your customers?".
   The next few you can figure out for yourself and I really want to focus on what I consider to be the most powerful one. Never use change your mind. I hear people say that all the time. "Well if you change your mind call me." or, "Is there anyway you will change your mind?" First, who the heck are you to ask me to change my decision? Second, in order to change my mind I must admit that I was wrong in the first place. That's what's called winning the argument and loosing the sale. How about "Mr. Customer I'm confident this new information may lead you to reach another conclusion". Or "May I share an idea" with you that may lead you to reach another conclusion?
   I'm going to take my own advice, stick this to the wall and read it every day. As I'm writing this I realize that I make these little errors all the time. So, I'm going to come to the conclusion to make an investment in myself. "I'm going to print this agreement and endorse it so that I may start to own the benefits of increased sales. I know it will help me overcome the challenges I meet everyday when helping customers reach the conclusion that we're the best company to get started with!" Sounds good huh? Next month, words to never use.