In his book titled, “Secrets of Closing the Sale” Zig Ziglar tells us that selling and closing are not mysteries. During a visit to the dentist, he noticed that the dentist and his staff used predominantly positive words during that visit—words like restoration instead of filling; discomfort instead of pain; and confirm an appointment instead of remind. Words make a difference, and spin matters—Zig Ziglar lists 24 words that “sell” (like proven, health, easy, and discovery) and the 24 words that “unsell” (like deal, pay, contract, and sign).
When you reflect upon those words (when you hear them from sales people), you will realize that the words can really make the difference in “making” and “not making” the sale.