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The most powerful sales differentiation tool in a salesperson’s toolbox is the words used, and not used, with buyers.

There are expressions that excite buyers and compel them to want to do business with them. There are also expressions that quickly turn buyers off. That means that salespeople need a moment of pause when planning buyer communication so they use words that positively differentiate them.

Let’s first look at an expression that is deeply ingrained in our communication style. These two words are pervasive in the sales profession. This sentence starter is guaranteed to repel buyers. It makes them want to do business with your competitor. Those two words are “I want.”

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Lee B. Salz is a leading sales management strategist specializing in helping companies build scalable, high-performance sales organizations through hiring the right salespeople, effectively onboarding them, and aligning their sales activities with business objectives through process, metrics and compensation. He is the Founder and CEO of Sales Architects, Business Expert Webinars and The Revenue Accelerator. Lee has authored several books including award-winning,  best-seller “Hire Right, Higher Profits.” He is a results-driven sales management consultant and a passionate, dynamic speaker . Lee can be reached at lsalz@SalesArchitects.net or 763.416.4321.