By Seth Kravitz
AnnuityNews.com
There are many different ways to express a single idea but they are not all equally effective. And sometimes we become so accustomed to certain phrases that we no longer really hear them.
So let’s become more conscious of what we say so that we turn power-less phrases into powerful phrases that portray us as proactive, confident, knowledgeable, and most important, concerned about our customers’ well-being.
Are you in the habit of using some of the following weak expressions? Try to monitor your conversations to avoid them and instead to substitute more powerful alternatives.
“I’ll have to . . .” This is used in such phrases as I’ll have to look up your records or I’ll have to do more research. A better choice is I’ll be glad to . . . This shows the customer that serving him is not another onerous obligation, or yet another burdensome task on a long list of chores.
Even more important, you’ll feel more positive about the work ahead. When you express your responsibilities to customers with enthusiastic wording, you get in touch with your own pleasure in serving your customers and bring your natural positive approach into play.
“I’ll try to . . . “ Instead, say I will . . . Don’t try to do something. Just do it! In most cases you are able to accomplish what you promise so there’s no point in suggesting that you may not be able to carry out the task at hand.
Sure, occasionally you discover that you actually cannot fulfill your intention. If that’s the case, go back to the customer and explain the problem and what you can do to resolve it.
“To tell the truth . . .” or “To be perfectly honest . . . “ Simply delete these words, with no substitution necessary. Of course you are truthful and honest in all your conversations and presentations. Phrases such as these arouse the customer’s suspicion that maybe something is not on the up and up.
“I’m only . . . “ or “I’m just . . .” These words can be used in all sorts of ways that belittle you. I’m just starting out or I’ve only been in the industry a few years. Instead, give your customers the most positive spin possible. Possibilities include “I have been studying this issue or “I have years of experience in this industry and look forward to a long career serving you and other customers.”
Even if you are challenged to turn a possible negative into a positive, simply eliminate the words only or just. They alert your customer to a potential problem or at least to an issue on which you feel insecure.
“I disagree.” This is a red flag that can bring out the argumentative in your customers. You are inviting them to do battle with you. Why not try a phrase such as I understand that . . .? Rephrase their claims in ways that show you understand and empathize. Then show a way to resolve possible conflict that demonstrates that you do see what they are saying but can add another dimension to the conversation.
“Make an expenditure.” An expenditure represents money that is forever gone. Instead, encourage your customer to “invest.” Investments benefit the long-term financial security of your customer. Please be aware that only those licensed to give investment advice may do this and insurance-only advisors are restricted in discussing investments.
Powerful phrases put your customers in a positive frame of mind. At the same time they re-inspire your own confidence and lift your spirits.
And most of all, eliminate powerless phrases from your vocabulary.
Seth Kravitz is CEO of InsuranceAgents.com and Cyber Technology, LLC. InsuranceAgents.com was ranked the 24th fastest-growing company in the U.S. by Inc Magazine in 2009. It serves the marketing needs of thousands of agents nationwide with real-time insurance leads.
