Do you know the single most important word that you can use in selling?

Free?
Offer?
100%?
Guarantee?
Discount?
Warranty?

No! It is none of the above.

Before I reveal the answer I would just like to tell you about my day thus far: I got up at 8:45am and had a nice little breakfast, then I went for a walk for around 15 mins and then bought some milk from the shop. I then went to the toilet and made a few calls…. blah blah blah…

Are you bored yet?

Of course you are. You don’t want to hear about me. Let’s be honest, you don’t care about me! You certainly don’t care about my life or what I had for breakfast.

Which proves the point I am about to make.

The most important word in effective selling is “YOU”.

you

You see, people don’t give two hoots about your stories, products or waffle. People care about themselves, they ALWAYS put themselves first, and our DNA indicates that we look after numero uno before anything else.

So when you are selling something, whether it be on paper or face to face, you MUST focus on the customer.

There are many ways to do this, but you can achieve great results simply by talking in second person mode.

e.g “You will be able to set it up in under 10 mins” instead of “I can set it up in 5 minutes”

“You will lose 20lbs in the first 3 months if you follow the plan” instead of “Research shows a 20lb weight loss for the first 3 months”

Also, by learning to focus on the customer you will focus on the benefits of the products instead of the waffle.

So next time you are selling something, remember, they don’t care about you!