Conquer Your Prospect’s Fears


Fear is false expectation about reality. Fear is also an emotion that lingers in the subconscious which works like a computer. Just because you can’t see it, it doesn’t mean it is not there.

Every emotion a person can feel has a trigger. Think about it. Think about the time you heard a song on the radio, and it made you think of a sad past. The song was your trigger.

Another example, you are on a date and your date said something that brings you to your past cos it was a word that was often used. The word would have triggered various emotions.

Let’s direct our attention back to Sales. 2 facts that we would agree with:

  1. There is a lot of verbal communication is selling.
  2. There are a lot of people out there, potentially your prospect who has had a bad experience with another product or service.

Therefore it is imperative for us, as sales professionals to be mindful of what we say and how we say it. We can start by eliminating negative words that would be a trigger to fear. Remove the idea that you are selling them. Despite the love to own, no one likes to be sold.

Let’s take a look at some of the words that we should avoid and what can we replace them with:

  • Contract

Even I personally am not a fan of this word. It will sound less of a forceful commitment when you use agreement or paperwork.

“James, let me draft the agreement and send it over to you”

  • Buy

Again, they love to own but don’t like to be sold. This word directly links it to a salesperson. Try own instead.

“I am sure you agree with me on the benefits of owning this financial plan”

  • Sign

Historically, we were taught  not sign anything. Ever. They have this idea that signing anything means an eternity of being locked in. So, it seems for a lot of people. Therefore, we can take this intention with different vocabulary such as approve or authorize.

“All I need is your approval right here, and this beautiful car is all yours”

  • Monthly payments

This is a term that many will not be too happy to hear. It is a reminder that they are in debt and are clearing a loan over a long period of time. Perhaps you can soothe the pain a little with the term monthly investment.

“So John, the monthly investment will only be $593 for your new car”

  • Cost or price

Known to be word commonly used in a sales transaction. But this is also the word that you have to avoid. Cost or price indicates spending, buying and being sold.

Let’s eliminate this word and use total investment instead.

“So Mary, the total investment to refurbish this home will only be $23 958″

Your prospect has to be comfortable with you. They should not perceive you as a salesman whose only mission is to sell them. I hope this will help in making your prospect relax while being with you.




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