We are all familiar with common sales terms like “cold call,” “closing” and “overcoming objections.” These terms are engrained in the common sales vernacular. But think of the implications of these mechanistic terms.
SellingPower.com has a most interesting article titled Watch Your Language! Here’s the hook:
Who taught you to talk like you do? When it comes to your sales language; chances are good it was your sales manager€“your first one.
For generations now we have been talking about selling from the viewpoint of the Industrial Era. We have seen businesses as machines and accordingly we have “re-engineered” them, “systematized” them, and more. Our premise has been that businesses are things. So when it comes to selling we have such endearing terminology as “Closing” sales, making “Cold” calls, and overcoming “Objections.”
No wonder we were surprised to discover that businesses are living systems! A business is a group of people involved in an enterprise. Hence, it is alive and it behaves like an organism, not like a mechanism. Our prevailing mindset has been Physics when it should have been Biology. We are dealing with living beings, not things!
So what? Look at the author’s ensuing point (added emphasis):
Think of what happens to people emotionally and intellectually when you give them the task of making “Cold” calls. They become anxious and resistant. Why? Because the implication of the language is that the call will be unpleasant and “cold.” Instead of simply calling them “warm” calls in a sophomoric attempt to change the feelings, how about just calling them what they are? They are New Calls. It is that simple. They don’t need to be cold or warm; they just need to be appropriate to your desired result.
I know this sounds simple and touchy-feely, but I think this author is truly on to something. Further into the article:
Speaking of closing, what is that about? Do we intend to end the sales relationship? Once it is done, are we off duty? Closing is a word that indicates finality and closure. Once it is done, the work is usually over. But that is not what we intend when selling. So, again, why not call it what it actually is? It is confirming the sale. Proving that a purchase decision has been made and taking action on it.
He provides a detailed description of his reasoning behind these word changes. I am usually quite skeptical of these term changes since it has a tendency to sound forced. Yet, this author makes an excellent case for removing the emotionally-charged words from everyday sales speak.