Good words make good sales

• [00:01:07] Introduction to the topic: the lexicon of expression
• [00:01:31] 1. “Belly-on-the-floor” expressions
• [00:02:09] The four Toltec agreements
• [00:03:24] Examples of “belly-on-the-floor” expressions
• [00:03:48] The ideal rephrasing?
• [00:04:09] Energy shift through a proposal
• [00:04:30] 2. Hesitant expressions
• [00:05:34] 3. Dark words
• [00:05:44] 4. Barbed-wire words
• [00:06:11] Words and the weight of words
• [00:06:42] The little daily bombs
• [00:06:56] Words that elevate the conversation
• [00:07:21] Words that speak about the client, not the seller
• [00:07:34] Cicero’s three pillars
• [00:07:59] How to correct yourself concretely
• [00:08:25] How to train
• [00:08:49] In summary
• [00:09:23] A small challenge
• [00:09:36] Episode closing

Stéphane Depaepe: [00:00:13] Hello and welcome to another episode of the podcast "Performance, Harmony & Commercial" produced by PHCom in the "transforma bxl" studio using the techniques of "The Podcast Factory Org".

Nadia Ben Jelloun: [00:00:23] The "Performance, Harmony & Commercial" podcast is aimed at marketing and sales managers, as well as company executives with commercial responsibilities.

Stéphane Depaepe: [00:00:32] Every month, we share with you our best practices in finding new customers for business-to-business companies.

Nadia Ben Jelloun: [00:00:38] You can find each episode on the PHCom point be website, P.H.C.O.M, and on all the good podcast platforms.

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Stéphane Depaepe: [00:01:00] You can also book an appointment directly with Nadia or Stéphane on phcom dot be.

Nadia Ben Jelloun: [00:01:06] See you soon!

Camille de Meeûs: [00:01:07] Hello everyone, welcome to "Performance, Harmonie & Commercial", the podcast where we talk about prospecting, sales, but above all human relations.

Stéphane Depaepe: [00:01:15] And today, we're going to talk about something that may seem insignificant but changes everything: words. The words we use on the phone, in appointments, in customer follow-up. Because the right word opens doors. A clumsy word slams them in the face, sometimes!

Camille de Meeûs: [00:01:31] Exactly. You know I was listening to a prospecting recording recently the other day, and the salesman starts with: "Hello sir, may I disturb you for two minutes". And there, I assure you, I felt the door close even before the first sentence!

Stéphane Depaepe: [00:01:43] Classic. The guy wanted to be polite and turned into a nuisance. It's typical of flat-bellied expressions: we apologize for existing when we've come to offer value. So behind the attitude, there are words, and words are creators, words create situations. Let's take a look at what not to say, and more importantly, what to say. It's a state of mind we're taking you towards.

Camille de Meeûs: [00:02:09] Aren't we talking about the Four Toltec Agreements?

Stéphane Depaepe: [00:02:12] Let's take a look at this Central American people who, around the year 1000 AD, set out to establish a code of conduct for living a free and fulfilled life.

Camille de Meeûs: [00:02:22] The first agreement is that your word be impeccable, and that's really the topic of the day.

Stéphane Depaepe: [00:02:27] And the second, and third, are also in line with the subject, and in perfect continuity with the treatment of objections we talked about in the previous episode. Secondly, whatever happens, don't take it personally. In short, don't judge yourself. And the third, don't make assumptions, means try to understand, Dig.

Camille de Meeûs: [00:02:49] And fourth, always do your best, i.e. commit yourself fully to your actions, but realistically and without perfectionism. So just learn, move on, correct, improve by listening to yourself, but above all don't put too much pressure on yourself. As a result, these principles aim to free individuals from limiting beliefs and collective conditioning, thus promoting inner peace and unconditional love.

Stéphane Depaepe: [00:03:15] Okay, it's beautiful. There's also a fifth Toltec agreement: Be skeptical, but learn to listen. So welcome to this episode, stay tuned!

Camille de Meeûs: [00:03:24] So let's start with the one you were talking about: flat-bellied expressions that put us in a position of inferiority. For example, I'll give you a few sample sentences: "Sorry to bother you, but I won't waste too much of your time, don't worry. I'm sorry, it's really not my fault".

Stéphane Depaepe: [00:03:39] Phrases full of good intentions but which undermine your credibility. Because by saying "I'm bothering you", you program the other person to think "Yes, indeed, you're bothering me".

Camille de Meeûs: [00:03:48] What would be the ideal reformulation for you?

Stéphane Depaepe: [00:03:51] Not with what's in your head. You're not bothering him, because you've got a solution for him. So you might say, "I'm calling because I've got an idea that might save you some time on this subject".

Camille de Meeûs: [00:04:05] And "I won't waste too much of your time, don't worry". So what's in it for you?

Stéphane Depaepe: [00:04:09] "I may have a solution for your business. I have something that will please you. I have something to brighten your day". We're no longer begging, we're proposing.

Camille de Meeûs: [00:04:19] And that's the key: we sell help, not intrusion. Help means not putting yourself on the same level as the other person, neither below nor too far above them. Don't patronize him either.

Stéphane Depaepe: [00:04:30] Second category: doubtful expressions. You know, all those little words of doubt that sabotage confidence without us even realizing it.

Camille de Meeûs: [00:04:40] Ah yes, I can see that. The maybe, possibly, if possible, I think, I think, when you say "I think our solution is interesting", the customer hears "He's not sure himself".

Stéphane Depaepe: [00:04:52] But "I'm convinced this is the right approach" changes everything. Look, "I think this is a good time to talk about it"...pfff Not good. "It's the right time to judge the effectiveness of this type of solution", now you're convincing. And in fact, to be convincing, you have to be convinced.

Camille de Meeûs: [00:05:10] Exactly. And it's really the same with the conditional. "I would have liked to know if you had desired", then there, it is really the festival of the doubt. Replace the whole thing with the present asserted, "I suggest you meet our representative next week".

Stéphane Depaepe: [00:05:25] Again, if I doubt, he'll doubt too.

Camille de Meeûs: [00:05:28] That's right, it's like a verbal contagion: your certainty gives you confidence and your hesitation scares you away.

Stéphane Depaepe: [00:05:34] Third category: black words. Those who install a negative logic. They flay, they tense, they trigger defensiveness.

Camille de Meeûs: [00:05:44] We can also call them barbed wire words, for example: Problem, complaint, error, never, impossible, risk. So many words that make our stress levels rise.

Stéphane Depaepe: [00:05:55] Exactly. If you say "You run no risk", the customer just hears the word risk. I don't know if you've noticed, but there are always "R's" in those "barbed wire" words.

Camille de Meeûs: [00:06:05] Whereas a simple "Our system works safely" puts everyone at ease, it's easier, it's more obvious.

Stéphane Depaepe: [00:06:11] Same thing with words like: costs, expenses. These words can become: investment. Or problem, well, it can become a question, a specific request.

Camille de Meeûs: [00:06:22] And then my favorite is: "Don't worry", it's really the best way to worry someone. In this case, it's better to say "Our team ensures your complete satisfaction".

Stéphane Depaepe: [00:06:33] Last example, "I don't know". Well, no, I don't know, it becomes "I'll find out and call you back". It's simple, it's professional, it's reassuring.

Camille de Meeûs: [00:06:42] And let's not forget the little bombs of everyday life. "But no, you're making a mistake", It's perceived as an aggression. On the other hand, "You might think that, but it's precisely our solution that answers that question", and that's where we clearly keep the customer in the discussion.

Stéphane Depaepe: [00:06:56] Well, after you've eliminated the toxic words, the ones that bring doubt, or put you at a disadvantage. Let's talk about words that elevate the conversation.

Camille de Meeûs: [00:07:06] Yes, these are the positive, clear and above all solution-oriented words. Words that inspire confidence include: improve, simplify, optimize, adapt, win, streamline and secure.

Stéphane Depaepe: [00:07:21] And above all, words that speak to the customer, not the salesperson. Your team, your objectives, your efficiency. When we say "you", we create a bond. When we say "I", we're talking about ourselves.

Camille de Meeûs: [00:07:34] And in rhetoric, we find the three pillars of my dear friend Cicero. One, ethos, meaning credibility, professional and precise words. Two, pathos, emotion, a tone that is sincere and positive. Three, logos, logic, a discourse that is clear, concrete and structured.

Stéphane Depaepe: [00:07:52] It's the trilogy of the salesman who speaks his mind. We already talked about this in the episode "How to make a good argument?"

Camille de Meeûs: [00:07:59] So we know what to avoid, we know what to say... But how do you actually correct yourself?

Stéphane Depaepe: [00:08:05] A simple method: Register.

Camille de Meeûs: [00:08:07] Ah yes, it's true that we all think we speak well, until we listen to ourselves. And that's when we discover our "heu's", our "I think so's", our "I've just got a quick question".

Stéphane Depaepe: [00:08:17] The idea is to identify these stray words, rephrase them, and practice speaking with strong, positive, precise words.

Camille de Meeûs: [00:08:25] But how do you go about training? What tips could you share to help you evolve in all circumstances to use the right words that will put the other person more at ease.

Stéphane Depaepe: [00:08:33] It's a real mental workout. Choosing your words also means choosing your posture. With an assertive, respectful, clear posture, so it's first in your head, do you approach your day positively? How can you put yourself in a positive frame of mind first thing in the morning?

Camille de Meeûs: [00:08:49] Yes, it's true, when it comes to posture, I knew someone who put a mirror in front of his desk to remind him to smile. Maybe just remember the Four Toltec Agreements? So, in short, banish belly-flat expressions, replace doubt with conviction, avoid black words and choose clear ones instead, and practice speaking like someone who brings value.

Stéphane Depaepe: [00:09:09] So, yes, be comfortable in your head, be well prepared, and write your good words. Because in the end, words are the music of trust. And customers can't be bought, they have to be given.

Camille de Meeûs: [00:09:23] Wonderful sentence. And as always, we leave you with a little challenge: this week, record one of your conversations, and count how many times you say "maybe", "sorry" or "no problem", you'll see, it's quite revealing.

Stéphane Depaepe: [00:09:36] That's more of a challenge than a small one. See you soon for another episode of "Performance, Harmony & Commercial". And until then, remember, good words make good sales. So I'll leave you with one last word: subscribe, enjoy and learn.