Sales Coaching and Language

I could not do sales coaching without an obsession about words and how they affect people.

Napoleon said, “We rule men with words”.

“The pen is mightier than the sword. ”

Without knowing the force of words, it is impossible to know men.- Confucius

Words are the most powerful drug used by mankind – Rudyard Kipling

Language is one of the most profound influences on the way human beings shape their reality.  Your ability to use language skilfully with intention  can become  one  of  the  most  powerful  influencing  tools you  possess.

As people listen to words, they make pictures, sounds, feelings, tastes & smells in order to make sense of the words.   While people think they are in conscious control of the decisions they make, the unconscious  has  much  more  to  do  with  it  than  they  realize.

It is possible to communicate directly with a person’s unconscious mind, bypassing the conscious mind.

You can control what people are thinking about and how they are thinking about those things and when you do your persuasive ability will skyrocket.

Let me give you an example,

When a prospect brings up an objection it is very useful to move that objection into the past. Then focus your prospect on the future and successfully using your product. Finally, when they have a good feeling about using your product bring that feeling back into NOW.


Prospect says, “Your product is too expensive.” (Bet you’ve never heard that before?)

Your response,

“Wow, let me get this right, you have thought our product was too expensive.
(moving the objection into the past and hinting that the person could think differently)

Amazing, I haven’t heard that for a long time. When I’ve spoken to clients who had thought our product was too expensive it usually turned out that the buyer hadn’t considered X & Y & Z.
Just suppose, you used our product and you noticed improvement in your business in the areas of X, Y & Z. (Moving prospect’s thoughts into the future and having successfully used your product or service). That would be a good result for you business, wouldn’t it? (Associate them to the good feelings.)
And, as you think about that now, how differently are you feeling about using our product?
(Moving positive future feeling to now and also suggesting they’ll be feeling differently in the present.)
With a little bit of coaching you can use language artfully too.