The Power of Language, cutting through to the close

Here is a brief tour of the secret power of language and how it is used in sales and influencing in general, from Trigger Words to tonal patterns.

Trigger Words

Virtually – This is a hedge word for legality for example “Virtually all my clients make (better than most) make” This word should get you out of a legal bind. Never speak in absolutes.
Only – “It’s only £…” This minimises the price.
Because – This is a justifier. In Robert Cialdini’s book Influence: The Psychology of Persuasion, he describes how people can justify any request by using ‘because’.
Reciprocity – Give something first to receive.
Cash outlay/investment – this is a reframe. The product doesn’t cost anything it’s a cash outlay or investment of only £x.
I would be glad to – Another reframer, as in – “I would be glad to check with the engineers about …” so for anything you have to do for a client say “I would be glad to…”

Use these language patterns throughout your presentation, as they are magical.

We will hold your hand every step of the way.
I will show you all the ins and outs. Come see us and we will show you all the ins and outs.
Huge upside and little downside. – Use this multiple times.
Incredibly easy to get started.
In depth training program – e.g. on installation there is an in-depth training program.
Long-term relationship.. What we can do for you in the long term, we can really be an asset to your company.
It’s a sure-fire, paint by numbers or turnkey system. Ie we have a system.

If you do even half as well as the rest of the companies/people who take this program…
All I ask is this; that you give me one shot…
The only problem you’ll have is that I didn’t call you six months ago and get you started then… sound fair enough?
Believe me, you will not be sorry… sound fair enough?
Believe me, you’re going to be very, berry impressed… sound fair enough?
Believe me if I’m even half-right, I want a ton of referrals… sound fair enough?
You’re wife/MD/Boss will be kissing you when you walk through he door.
You’ll be sending your kids to the finest schools.
After I say we’re not making money on this deal(only if true) all I ask is that you give me a ton referrals, because that’s how my business really grows… sound fair enough?

Does the idea make sense to you? (Curious tonality).
You’ll see the true beauty of the programme is…
If I’d been your advisor for the last 3 years, showing you consistent performance, making you money on a consistent basis, saving you money on a consistent basis.
I pride myself on…and as for my company …(this is a transition from selling yourself to selling your company.).
What we can do for you beside this one transaction is…)find three things extra you can do for them ie upselling framed as benefits).
What’s the worse that can possibly happen… think of what that might be…
We can start small and we can work bigger and better in the future.(don’t cut price on the first loop, unless it is a strategy – this is sleazy anyway.)
Please don’t misconstrue my enthusiasm for pressure
In real estate its location location location, in my business it’s timing, timing, timing.(creates urgency).
Getting started is very simple, just a question of some basic information…
It’s a cash outlay/investment of

Collapse the tonality from enthusiasm into reasonableness and calmness. Customise these to your business.

If you do even half(upbeat on word half) as well (certainty) as the rest of the people who’ve been on this program…
…you’re going to be very—- very—very—impressed(draw this out for sincerity)
…sound fair enough (upbeat and reasonable man).