The Magic Words and Phrases that Move Managers

We know words and phrases are magical in that they have the power to change minds.  If you use the right words and phrases, sales would come.  If you use the wrong one, sales would go away.  
If you are selling to people holding management positions, you need to use words and phrases that reflect what they want: certainty, little risk and most importantly, reliable results.  Understand that management people are not entrepreneurs, they are not risk takers and their primary responsibility to their boss (the entrepreneur) is to protect and grow the investment.  

Never use words and phrases that will frighten these managers, like "Rapid growth", "Double your return", "Massive profits", "Take more risks" and "Dare to be different".  The following 22 words and phrases are most suitable:

1. Minimize your risk
2. Going one step at a time
3. Protect what you've built
4. Go straight down the middle
5. Spread the risk
6. Cementing your career further
7. No conflicts
8. Free of controversy
9. Keeps everything controllable
10. Stays on an even keel
11. People won't find anything to argue about
12. Stable
13. Widely accepted
14. Respectable
15. Restrained
16. Looking good
17. Creating the right image, inside and outside the company
18. Resolve everyone's concerns
19. Get everyone on board
20. Non-confrontational
21. Prudent
22. Thought through

A typical e-mail from the vendor (Professional IT services firm) to the Prospect, an Operations Manager, may look like this:

Dear Manager, 

You've made a major investment in your career. And to protect what you’ve built, you have to minimize your risks and go straight down the middle.

Over at ABC Services, our DAP Software will help you to accomplish all your goals free of conflicts and controversy. On top of that, you'll get our quality service to help you keep everything on an even keel.  Most importantly, they are now available at less than a third of what competing products cost. 

(here you state your product's key features and pricing)

Here's what you'll get from our DAP Software:

• Easy to use
• Fast reliable results each and everytime
• People love it, for it makes their work more efficient
• Most importantly, your boss will appreciate the kind of results it delivers: doing more with less

As you know, the Government has subsidized the cost of IT software by at least 60% cash payout or 300% tax deduction under the PIC (Productivity and Innovation Credit) scheme. So your next cost is really down to less than 40%.  Your company will be able to reap the benefits of this investment easily in less than 4 months.  

I'll be calling your office in the next couple of days.  In the meantime, please call me at xxxx-xxxx if you need further information.

Yours sincerely

Andy Ng

* P.S.  Invest in just $5,000 in our software and your company can get the PIC Bonus of another 100% cash payout.  This means that with PIC Bonus, your company actually get back (160%) more than what you spent.  Call me Andy at xxxx-xxxx or email to me now. 

By Andy Ng of Asia Trainers, details of courses at here. Related articles:

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