sales words: relative words are relatively meaningless

We get paid to make contact and bring in sales. Woven through the process is our ability to effectively communicate through words (spoken and written).

We should take our use of them seriously.

(the whole series: Part I: relative words... Part II: absolute words... Part III: trite words... Part IV: sounding smart... Part V: intensifiers... Part VI: verbal tics... Part VII: buzzwords)

Relative words are perceived by the recipient based on their circumstances, experience, or education. They carry no absolute definition. And with no absolute definition, it can be less than helpful to the recipient and waste time by requiring the person to ask what we mean by the relative word (an added step). If they don't ask, they'll attach their meaning to the word anyway. At that point, we'd better hope it's the same meaning as we intended because in a sales situation it's the customer's meaning that matters most.

That can be good or that can be bad (depending on your meaning for good and bad,
of course).

Expensive to Bill Gates is likely different than your "expensive."
Simple to a rocket scientist may be very different than your "simple."
Soon to someone waiting on the results of a health exam is never soon enough.

Asked, "When can you have that for me?" in a business setting, a specific date and time is your best answer. Anyone in a leadership role will tell you that "soon", "later", or even "next week" doesn't help them understand when you'll have that for them. Say, "Tuesday before 10 am." That's helpful.

This is a tough one (your tough is probably different from ours, we understand). But minimizing your use of relative words can help you become much more effective and a better resource to your prospects, customers, and colleagues.

Be specific when possible. It helps everyone, saves time and money, and it's green.

(less useless talk = less carbon dioxide = green)

(it's a joke... sort of)

relative words

Minimize your use of relative words. Keep this printable list handy.

Feedback, questions, or comments? Please email Catherine Baab–Muguira at . We'd love to hear from you.

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