The Value of Solid Vocabulary
MSP sales rely more on linguistic skill than you may have realized. Words have value. What you say matters. For illustration, just imagine the words scarlet, crimson, and rouge. Now imagine the words blood-red, gore, and fire.
All of those words may be used to describe the same shade of red. But which words you use will determine the connotation with which a viewer mentally perceives that shade. It’s the same with sales.
There are certain evocative words that you should use and certain vocabulary that you should be very careful to avoid. Several words you should say include:
- Plural possible descriptions–say “jobs” instead of “work”
- Ensure you use the client’s name: “What do you think, Jane?”
- “Definitely”, “certainly”; decisive language
- “Client” is better than “customer”
- Language that feels perpetually optimistic–“probably”
When clients imagine what could be, then this allows you to use their imagination for your purposes. What they envision will almost unilaterally trump that which you describe, for the same reason a book is almost always better than a movie. When you read the book, your mind fills in the blanks; films are someone else’s vision brought to life, and in most cases, this is inferior to what your mind can describe. It’s the same with clients as they consider the products or services your MSP provides.
Presumptive Subtle Plurals
When you’re saying things like “jobs” instead of “work”, this leaves the scope of your services open-ended–it subconsciously communicates a long-term relationship, which will make your operation seem more solid in the eyes of clients.
Words like “successful” naturally lend the client toward means of considering your operation under the shadow of “success”. “Fairness” has a similar connotation.
Using the Name of Prospects
However you use vocabulary, it’s a good tip to use the name of your potential client. This makes you seem more personable, confident, and endearing.
When you’ve got decisive language, the same phenomenon is present. “I can definitely help you with that” is a much better choice of words than “I might be able to do something for you”.
Clients, Not Customers
Think of your customers as “clients”. This has a connotation which puts their needs front-and-center. Meanwhile, if you think of them as “customers”, then this puts the needs of your MSP ahead of them, if subconsciously. MSP sales must communicate a client-centric focus.
Optimistic language is a kind that may be used in a non-definite way and yet have a good effect for your business. If you say things will “probably” work out, that’s better than if they “might” work out.
What to Avoid
Don’t show the client how to do things; this puts your expertise over their needs and they feel as though you’re talking down to them. Don’t tell them what you provide–again, this puts you in a position of prominence. Show them. Also, the term “discount” has a more negative connotation because it is known to be used when salespeople are approaching desperation.
Being Careful with Your Words
MSP sales are more likely to be profitable if sellers use carefully-chosen vocabulary. Look at the words in contemporary selling techniques, and optimize for success.