Selling: Negative Words and Phrases to Avoid

One of the things that I dislike the most about most sales seminars was the "us versus them" mentality. The use of phrases like, “I closed him,” or “I bagged him” were very uncomfortable to me since I sincerely care for my students. Transforming negative words into positive words is a very important process. We call this transformational vocabulary (TV).

These TV examples simply scratch the surface of using positive imagery and wording. Let’s face it, wouldn’t you rather “get involved” in a school than “sign up?” Doesn’t it sound more powerful to “endorse a program” than to “sign a contract?” Doesn’t a “challenge” seem more inviting than the insurmountable connotation of a “problem?”

Certain words create negative emotions and slow down the enrollment process. We never use the word pitch; instead, we make a presentation.

Negative Words and Phrases to Avoid:

  • Cost or Price
    Replace with: Investment
    Using "investment" emphasizes the value and benefits that students will receive.

  • Contract
    Replace with: Program, Paperwork, Agreement
    These alternatives sound less intimidating and more like a mutual commitment.

  • Signed Up
    Replace with: Enrolled, Involved
    "Enrolled" or "involved" suggest a deeper commitment and engagement in the program.

  • Sign at the Bottom
    Replace with: Endorse, Okay, Authorize
    These terms imply a simpler, more agreeable process.

  • Problem
    Replace with: Challenge, Situation
    Challenges and situations are more manageable and less daunting than problems.

  • I Closed Him
    Replace with: He’s now a student or He’s now involved with the school
    This phrasing respects the student's decision and reinforces their commitment.

Implementing Transformational Vocabulary

By adopting these positive phrases, you create a more welcoming and supportive environment for prospective students. This not only improves their initial experience but also fosters a positive mindset towards their training and involvement with your school.

Practical Examples

  • Instead of saying, "The cost of the program is $100 per month," say, "The investment for the program is $100 per month."
  • Replace, "You need to sign this contract," with, "You need to endorse this agreement."
  • Rather than, "We have a problem," say, "We have a challenge to overcome."

Conclusion

Transforming your vocabulary can have a profound impact on how prospective students perceive your martial arts school. By using positive, empowering language, you can create a more inviting atmosphere that encourages enrollment and long-term commitment.