Used properly, certain words evoke an emotional response that can turn shoppers into buyers.

Words help persuade people to buy. The right words can turn average producers into dealership sales winners. The right words apply equally to both written and oral communication.

The key to using language to persuade is to recognize that certain words carry more weight than their basic meaning; they have emotional content, too. If you want to persuade, you must search for language that has emotional appeal. Here are some words you can use today:

Discovery – This word conveys excitement and adventure. People like to participate in shared
experiences. If you tell your prospects that you want to share a discovery with them, your enthusiasm will be contagious. Let them recognize and realize the value of your suggestions.

Easy – Some folks will always look for a quick, uncomplicated answer. Sharing it with them will certainly score points and open up channels of communication for you. “Simple,” “straightforward,” “uncomplicated,” “easy to understand”: All these terms reassure people that no hidden difficulties lie ahead.

Guarantee – Prospects may be reluctant to buy that new vehicle because of the cost and risk
involved. Take away that fear by guaranteeing a sure thing, and you can sell the points you’re trying to make. Assure your customers that if they should have any questions or problems, you’ll be there to help them out.

Caring – Today customer satisfaction is a top dealership concern. Every dealership wants to show that it cares. If you want to persuade customers, let them know you are interested in their needs and desires and that you care about them.

Money – People react perceptibly at the thought of saving or making money. Who doesn’t want to save money, get a bargain, take advantage of a golden opportunity or profit from an idea that will pay big dividends? Everyone does; use these phrases wisely and watch your investment in words pay its own big dividends.

Proven – Assure customers that your vehicles have been tested and are reliable. Although everyone likes things that are new, they also want to know that they’re not taking too great a risk.

Safety – Unless your customer has a death wish, the idea of safety is very comforting. Guarantee your customers’ peace of mind. Offer them full protection, total security; let them know you will protect their investment.

Save – Even the wealthiest people shop for bargains. Why? Because everyone likes to save. It’s not just about money, though: People also want to hear about saving time and energy.

 

Make it a champion day!

 

“SALES TRAINING MATTERS”