How to Master the Art of Selling Financial Services. Tom Hopkins

vocabulary we use tells others a lot about us. Few people are likely to give conscious attention to analysis of our individual words, but their subconscious will. Every word really does create a picture in the mind’s eye. Those pictures generate emotions. Unfortunately, much of the typical jargon most people in sales use generates the negative emotion of fear. Words can be some of the greatest fear-inducing factors blocking any salesperson’s hopes of gaining new clients.

      Over the years I’ve developed a set of “Fear Producing Words” and a list of “Replacement Wo r ds” that temper the fears created by the other words. Let’s cover the really scary fear producers and the replacement words and phrases we’ve tested over the years. They really do make a difference. You’ll see. I’ll explain them here but give you a “cheat sheet list” to assist with your memorization of them later in the chapter.