The English language contains hundreds of thousands of words, but did you know that some of them can easily sell your clients? Yes! It's true. When you know what these proven words are and master how to use them to your company's benefit, you'll save both time and money when selling to prospects and customers while they’re waiting on hold.
So What's in a Word?
The exact words you use in your company's on hold message script can make the difference between success and failure. Choose the right words for your on hold script and your prospects will find you and your company irresistible. Choose the wrong words and you'll spend most of your time convincing prospects to do business with you.
Here is a list of just some of the Top words that Sell:
1. You/Your - "You" is the most powerful word in the English language. It's more powerful than the word "money." Prospects want to feel as if you're talking to them directly, and the word "you" accomplishes just that. So instead of writing, "Our clients report increased productivity as a result of using the Widget 2100," write, "You will experience increased productivity as a result of using the Widget 2100." Keep every sentence in your prospect's perspective.
2. Money - Ask people what they wish they had more of, and chances are they'll say "money." People love to save money just as much as the love to earn it. So if a benefit of your product or service is that it saves people money or helps them earn more money, state it along with a monetary figure people can grasp. For example: "Using the Widget 2100 saves you money - over $5000 per year!"
3. Guarantee/Guaranteed - By nature, most people are not risk takers. They want assurance that they're not wasting their money and that your product or service can live up to its claims. By giving some sort of guarantee, you put prospects at ease and make them trust you. For example: "We're so confident the Widget 2100 will work for you that we offer a full money-back guarantee."
4. Easy/Easily - Between 40+ hour workweeks and increasing demands at home, people want things that are easy. They don’t want products or services that are going to make their life more difficult. So always state how easy your company makes things. For example: "The Widget 2100 makes it easy for you to..." Or, "With the Widget 2100, you can easily remove spots from your carpet once and for all."
5. Free - Everyone loves getting something for nothing. That's why the word "free" continues to be one of the top selling words of all time. Realize that the free offer doesn't have to have a high monetary value, just a high perceived value. Some freebies that work include: "Free consultation," "Free estimate," "Free report," "Free shipping," and "Buy one get one free."
6. Yes - Face it, you love being told "yes," don't you? "Yes" means you have permission, you were right, or you can get what you want. "Yes" is one of the most pleasing words to the human ear. So tell your prospects "yes" often. For example, in your marketing materials, you can ask a series of positive yes/no questions, and then write, "If you answered "yes" to any of these questions, then the Widget 2100 is what you've been searching for."
7. Quick/Quickly - In today's microwave age society, people want things quickly. They don't want to wait weeks or even days for the results you promote. They want to know they'll see a quick return for their investment now. So while the perception of quick results may vary from person to person, as long as you know that your product or service is quicker than something else, state it. For example: "Lose weight quickly," "Make money quickly," and "Quick and tasty meals from your own kitchen."
8. Benefit - Most written marketing pieces do state the benefit of the product or service; however, they neglect to actually use the word "benefit." When people read the word "benefit," they subconsciously perk up. They know they're about to learn something that will impact their life, so they want to know more. For example, "As an added benefit to this product, you get (state the benefit)."
Since short marketing pieces are more powerful than long one, make sure every sentence packs a punch. It quickly increase your caller’s interest which ultimately leads to achieving higher response rates to your on hold marketing.
A well crafted on hold script to be used for your music on hold often combines words that sell in the same sentence. For example, maybe your product works "quickly, safely, and easily." Or, perhaps your service makes cooking "easy and fun." Or, are your "proven results guaranteed"? You get the idea.
Here are some additional “words that sell” that we didn’t include above, but are also often times used in our client’s on hold message strategy.
1) Love
2) Results
3) Safe/safely
4) Proven
5) Fun
6) New
7) Save
8) Now
9) More
10) Solution