ETHICAL SALESMANSHIPTake the “Ow” Out of “Now”Approximately 20 minutes |
29 |
Overview
“Now” is one of the words to which potential buyers are most likely to respond. Participants in this exercise are tasked with identifying key words that attract customers. They are also shown a list of persuasive words. Then, they are given a product for which to prepare an advertisement that uses some of these words in an ethical fashion and one that uses them unethically.
Purpose
To provide participants with a list of words that can be used to describe a product or service—ideally, in an ethical fashion.
Group Size
Any number of individuals can participate. The group should be divided into an even number of subgroups.
Room Arrangement
Arrange two, four, or six table groups of three to six participants each.
Materials
Flipchart and marking pens
Projector for transparencies or for PowerPoint slides
Transparency 29.1, “Words That Work”
Handout 29.1, Article: “Your” Key to Closing More Sales
Procedure
1.Begin with a discussion of “trigger words,” both positive and negative, that influence participants as buyers. A positive trigger word might be “free,” for example. Negative trigger words might be “limited number” because consumers may feel these words are simply a ploy, trying to manipulate them into buying something immediately. (If time permits, extend the discussion to positive and negative trigger words that affect them as employees.)
2.Write these words on a flipchart sheet that has two columns: one for the positive words and one for the negative.
3.Next, discuss the ethics of using certain words and phrases. Note the political campaigns employing negative ads. Cite examples of words that appeal to our fears or that seem to capitalize on tragedy. You might even discuss situations in which the right words were used at the wrong time, such as the eulogies for Senator Paul Wellstone that seemed more like campaign rallies in the eyes of many. Comment on the fact that words are neutral terms—different people react to them in different ways. Words that typically have a positive impact on buyers could, when used inappropriately, have just the reverse effect. And words that some people regard as negative could even, in some situations, have a positive effect. An example might be the popularity of books for “dummies” and for “idiots.”
4.Then note the positive words that have typically proven successful in swaying consumers to actually make a purchase. One of them is the word “now.” Used with the best intentions—for example, concern for customer’s needs—it is most appropriate to encourage immediate action. But, if a false sense of urgency is created, if consumers are manipulated into making a decision before they’ve had sufficient time to consider it, “ow” consequences could result. The customer may feel pressured to buy, for example, and may come back the next day to return the product. If the seller lied about imminent danger, of course, such statements would be unethical. Exaggerating, for example, the likelihood of a chemical warfare attack in order to sell gas masks would be wrong.
5.Show Transparency 29.1, “Words That Work,” which contains persuasive words. Divide the group into an even number of subgroups. (Each subgroup, ideally, will have the same number of participants.)
6.Explain that half the subgroups will be asked to develop an ad (using at least three words on the list or on the flipchart) that makes an ethical appeal to potential buyers. The other half of the subgroups will create an ad using at least three words from the transparency list or the flipchart list. Their ad will make an unethical or manipulative appeal to potential buyers.
7.Once they understand the instructions, give them the actual physical object they will be writing an ad for. Take some item in the room or on your person (a wallet, a watch, a pen) and place it in a prominent position. Tell participants to write their ads to sell that object. Groups will have about 15 minutes to do this.
Variation
Invite, if possible, the head of the sales department to select the ad he or she feels is most persuasive. Discuss the use, misuse, and abuse of words from an ethical perspective, using that person’s selection as a starting point.
Distribute Handout 29.1, the article on guerrilla selling, “‘Your’ Key to Closing More Sales,” by Don Cooper, and discuss the points made.
Discussion
How sophisticated do you feel the average consumer is?
What prompts you to make the purchases you make?
What phrases turn you off? Why?
Quotation
“The simple act of paying attention can take you a long way.”
—Keanu Reeves
Points of Interest
John R. Graham, president of Graham Communications in Quincy, Massachusetts, heads a marketing services and sales consulting firm. He advises clients to eliminate negative statements or those that may create an impression that is negative. For example, saying, “They didn’t get back to me” suggests you are not willing to take the initiative to find out what you or a client needs to know. Consider the negative implications associated with the following phrases:
“I thought someone else was taking care of that.”
“I didn’t know you wanted me to do that.”
“I didn’t think about that.”
“As I understand it . . .”
“I’ve been trying to get everyone together, but . . .”
TRANSPARENCY 29.1
WORDS THAT
WORK
Discover
Save
Easy
Guarantee
Love
Money
New
Proven
Results
You
HANDOUT 29.1
Article: “Your” Key to Closing More Sales
DON COOPER
One of the most powerful words in a salesperson’s verbal arsenal is “your.” While most salespeople focus on “our products,” “our services,” and “the history of our company,” top sales performers prefer to talk about “your needs,” “your experiences,” and “your results.”
As a customer, you don’t think about the salesperson, their product, or their commission. You think about how the product or service might solve your problem. You think about your budget and your priorities. You think about how the product makes you feel. Savvy salespeople tap into those thoughts and emotions by using the word “your” liberally in their questioning and in their presentation.
Here’s how one sales pro, Dana Stephenson of San Diego Harley-Davidson, uses this tactic to sell more to her customers: “As soon as a person tries on a piece of clothing, I start referring to it as ‘yours.’ I say things like, ‘Let me see how your shirt looks.’ ‘Would you like me to hold your jacket while you try on these other items?’ and ‘Do you have the shoes to complete your outfit?’”
As Dana noted, “When you refer to something as ‘your’ item, in the customer’s mind, they already own it. So they stop thinking about whether or not they want to buy it. The sale is already closed.”
Reprinted with permission from Don Cooper, 2802 Sundown Lane, #203, Boulder, Colorado 80303.
DON COOPER—”America’s Networking Guru”—is a sales and marketing expert who speaks, writes, and consults on how to attract and keep more customers. He is a contributing author of Confessions of Shameless Self Promoters with Debbie Allen and Jay Conrad Levinson. You can contact Don by phone at 303-449-1389 or 303-885-1182 or by e-mail at [email protected]. You can also find other articles at www.DonCooper.com.