By Richard F. Libin, President, Automotive Profit Builders
“The pen is mightier than the sword.”
This adage, coined by English author Edward Bulwer-Lytton in 1839, which indicates that communication is an extremely effective tool, has never been more important to understand. Even earlier in history, Aristotle described how words and chains of words were important instruments that reflected his thoughts and shaped his thinking.
Words are very powerful tools, both those used and those left unsaid. They help you connect with everybody. They help build relationships and can tear them apart. This is why it is so important to understand their power and choose them wisely.
Many manufacturers have asked their employees for suggestions on production and productivity. Only a few ideas are ever submitted. When they ask how the company could make employees’ work easier, however, the suggestions came in droves. Different words, same objective, more productive results.
How You Say It Matters
Sometimes, it’s not what you say, but how you say it. There is a businessman I know who breaks all the stereotypes of a professional. He wears a tie, but it’s always loose around the neck. He is self-conscious about his hair, so he keeps a comb in his shirt pocket and constantly runs it through his hair. Yet, he can say anything to anyone and get away with it. He can stand in front of a room of 100 people and essentially tell them they are doing everything wrong and get loud applause. The same message delivered by a buttoned-up professional would be met with silence at best, and a chorus of boos at worst. The difference is his demeanor and his delivery. He comes across as a guy just like them who is down in the trenches every day. He uses words and communicates in a way that let his audience know that he “gets it” and then he tells it like it is. He comes across like the guy who has been there, done that, who started with nothing and built it into something. He does not come across like the guy wearing the $6,000 suit who creates the impression that he is better than everyone in his audience. Often, it is not what you say, but how you say it. You can use the right words but still, say or present it incorrectly.
As an author (Who Stopped the Sale? and Who Knew?), I am keenly aware of words that have no meaning, words such as very, really, good, a lot, just, nice, and others. They are non-descriptive and do not add value. Additionally, with overuse, once-powerful words lose their meaning and impact.
In business, words have a profound impact that can positively or negatively influence how you are perceived and received. People will remember you more if you say something with substance. For example, saying it is a nice day is not memorable. Saying it is a nice day because while the sun is out, the temperature is ideal, you will make a memorable impression. Or, if you tell a customer that a television is state-of-the-art, they will easily forget it. If you tell them it has video chat capabilities that let you share a movie night “with” their daughter who lives two states away, they’ll remember.
Choose Your Words Wisely
Choosing the right words is not difficult. But it does take practice and attention. The first step is to identify the words you commonly use in speech, writing, and thought. Then think about how they come across when you present them. When choosing words, these guidelines will help ensure your message is positive, effective, and clear.
Avoid negatives. Words such as can’t, won’t, don’t, and shouldn’t communicate negativity. Use positive words. Instead of telling a customer, “We don’t have that product in stock…” try, “We can get it for you within…”
Use action words. Avoid using try, think, might, but, and similar words that convey uncertainty and a lack of commitment. Instead use confident action words like believe, know, do, and will. You would never tell your child, “I will try to love you,” you say, “I love you.” And, you would never say, “I might be able to help…” you tell customers that you “will help them…” Your boss will respond positively when you say, “I know that doing this will…” instead of, “I think that doing this might…”
Communicate conviction. Instead of saying you have to, which implies you have no choice, let people know you want to. This communicates confidence and inspires others to action. Along these lines, never use the word probably. It conveys hesitation. If you truly are not sure, say so.
Never show off. While you may have an extensive vocabulary, using words for the sake of showing your intelligence conveys a sense of superiority, which no one appreciates. Think about where you are, whom you are talking with, and the situation before you use your big words.
Personalize your communication.
Listen to the person you are speaking with, and use words that show you are listening and communicating relevant, meaningful information.
Think about the impact your words have on others. The way you speak – the attitude and tone – is a reflection of who you are. Your words impact everything and everyone around you. They can contribute to your success or “non-success” both in business and your personal life. So, next time, think before you speak. It will make an immediate difference.
About the Author
Richard F. Libin has written two acclaimed books that help people of all walks of life improve their sales skills, because as he says, “Everyone is a selling something.” His most recent book, Who Knew?, and his first book, “Who Stopped the Sale?” (whostoppedthesale.com), is now in its second edition. As president of APB-Automotive Profit Builders, Inc., a firm with more than 50 years experience working with both sales and service professionals to build customer satisfaction and maximize gross profits in their businesses through personnel development and technology. Email: [email protected]
