Choose your words carefully

Kelli Rodda

When your staff or customers hear words like “don’t,” “can’t” or “won’t,” it begins to derail progress. Negative language can be a deal breaker, even using the simple words I just mentioned.

Pay close attention to the words you use at the next sales meeting. Record the meeting and later review your language. How many statements began with “we can’t do that” or “don’t do that?”

According to NorthStar TeleSolutions, a subscriber management and customer care services firm, negative phrasing and language has a subtle tone of blame; and does not stress positive actions. But positive phrasing and language tells the customer or employee what can be done; suggests alternatives and choices available; sounds helpful and encouraging; and stresses positive actions and positive consequences.

As a business leader, tweak your word choices and use more positive language.

Here’s a great example from Deb Scaringi, owner of Scaringi Marketing of how slight changes in word choice make all the difference. Negative language – “I can’t move forward with this project because you failed to send me the right document.” Positive language – “Please send document X and we’ll proceed with the project.”

Which one would you rather hear if you were on the receiving end?

Use positive language with staff, customers and prospects. Use it on the phone, in bids or proposals, in emails, on your website, in Facebook and Twitter posts and in your training manuals. Positive language earns better results whether it’s in business management, production or sales.

Avoid “can’t,” “won’t” or “unable to” and replace those words with “may be able to,” “should be able to” or “let’s try this option,” Scaringi suggests.

Vasudha Deming, a customer service expert and author, provides another excellent example of how the same message sounds with and without positive language. Without positive language: “I can’t get you that product until April; it’s backordered.” With positive language: “That product will be available in April. I can place the order for you now and make sure the product is sent to you.”

Using positive language shows a willingness to serve and a commitment to building customer loyalty. It’s especially important to use positive language when saying no or delivering bad news to a customer, Deming said.

Choosing different and more impactful words is a process. Adopt the frequent use of positive language throughout your business. Your company’s processes, sales and reputation will benefit.