Avoid Wishy Washy Words

from RAB:

 10 Hedge Words That Are Sales Killers 

I’ve found that the nicest people use the most hedge words. Hedge words soften what nice people say. Maybe it is because of trying to not sound too aggressive or forceful, but these words will steal confidence from statements to clients:

1. Maybe
2. Hope
3. Think
4. Believe
5. Possibly
6. Probably
7. Could
8. Should
9. Might
10. May

Simply remove these words from your statements and increase advertisers’ confidence in your recommendations.

For example, not: “Maybe our integrated solution best achieves your marketing objectives.” Instead say: “Our integrated solution best achieves your marketing objectives.”

Don’t say: “I hope this recommendation addresses your advertising plan.” Instead say: “This recommendation addresses your advertising plan.”

Avoid: “I think this commercial will get our listeners’ attention.” Instead say: “This commercial will get our listeners’ attention.”

Re-phrase: “Based on our conversations, I believe this is the perfect package for you.” Instead say: “Based on our conversations, this is the perfect package for you.”

I hope you will close more business by using this tip.

Source: John Potter, SVP/Professional Development, RAB