Understand Your Buyer > How To Lose The Sale > Opinionated Words

What is it?

When speaking with a customer – especially when discussing price, it can be all too easy (and damaging) to use opinionated language which can deter your buyer.

 

Why does it work?

It works because the only person who values your opinion is you. Your buyer is seeing everything from their viewpoint and considering the problems they face and what they are looking for. They may consider your price quite low but if you describe it as expensive they may worry that it’s lacking in quality or missing something as you think it’s not worth the price.

 

How can you use it?

If you want to put off your buyers and show them how little confidence you have in your offer, your price and your offering overall then provide your opinion – even if you aren’t asked for it. Or if you really want to ruin things – you can do a Ratner.

 

Example

Imagine a jeweller saying:

“I know this ring is quite expensive for what it is, but it’s a nice piece.”

Even if the customer was ready to buy, the word “expensive” and the lack of confidence implied by “for what it is” could plant doubt in their mind. They might start thinking, “If even the seller thinks it’s not worth the price, why should I buy it?”

Better Approach:

Use neutral, fact-based language when discussing price:

“This ring is £1,200 because it’s handcrafted and uses high-grade diamonds, which makes it an enduring investment piece.”

See also:

Find 20++ more ways to lose the sale here.

 

 

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