The words that we use have an unbelievable significance in sales situations. The problem is that we are not being taught how to use those words to make the maximum effect. Sure, we are moving away from the evangelical type of selling where buyers are exhorted to buy, and we are moving away from the manipulative sales closing techniques of yesteryear. Now we have moved into more the relationship type of selling. However, we are still short of understanding how to use words to the maximum effect.

Sometimes, the choices that we give are not precise enough to create the right answer. Let me explain. A shoe store was having difficulty selling a particular type of shoe that offered extra cushioning to the wearer. The typical way the salespeople were presenting the shoe was by offering the shoe and explaining all the benefits. Unfortunately, they sold very few of these shoes. It was decided to change the way they offered these shoes. The salespeople were taught to ask this question, "Are you on your feet a lot during the day?" They would then offer them the shoe and say, "This shoe is specially designed for people who spend a lot of time on their feet to give you maximum comfort." These words sold lots of shoes.

A further example of the use of words was demonstrated in a coffee shop. There were three sizes of cappuccino. Large, regular and small. Typically the waitress would ask as she pointed to the cups, "Would you like large, regular or small." The majority of sales were for regular and small. When the waitress changed what she said, so did the sales of large cappuccinos. She simply asked "Large?" And 70% of the customers said, "Yes, please."

Have you ever been to a restaurant and the waiter says, "Would you like wine with your meal?" Research has shown that a lot of people will respond in the negative to this sort of question. However, when a different question was asked wine sales doubled. The question was "Would you care to order a red or a white wine with your dinner?"

These are only small and simple words but they have a great effect on sales. Think about the basic principle shown in these examples. You may not have a business that is similar but let's look at how you can adopt this to increase your sales.

Firstly, you need to ask a question that cannot be answered with the word, "No." You have to construct your sentences so that there is a choice rather than a "Yes" or a "No." Secondly, you have to give your customers a choice. To do this, you have to offer them a something or something not a something or nothing.

Source: Peter Mitchell link