Do you want to sound intelligent so your customers buy from you? Sounds like a good idea to a lot of salespeople. Unfortunately, some salespeople think if they use big words they will impress their customers with how smart they are. It’s a bad strategy. Instead of going for the big words, you should be going for big understanding. You don’t get there with big words.
Here’s a great article on using the right words that sell.
I especially enjoyed the review of an old Saturday Review column by radio personality Goodman Ace and writer for The Perry Como Show. He assembled the 12 most powerful and evocative (evoke emotions) words in the English Language:
You – Save – Money – Easy – Guarantee – Health
Proven – Safety – Discovery – New – Love – Results
These are the words you should be using as you sell. Customers think with logic, but act (buy!) with emotion.