The Most Underused Word in Selling

“What’s the most underused word in selling?” That unexpected question was asked of me, a few years ago by a student when we were on a class break.

I think he thought I’d say the word “you” or the client’s name. Those aren’t bad answers but if you know me, I like to swim against the tide. The word I said was “why”.

Many salespeople are afraid of the word. If you use it to probe it has to be said with finesse. You want it to be part of the conversational flow and ask it in a softer, empathetic way.

But if your tone is wrong, if your voice is too strong, you can come across as intimidating, judgmental, accusatory or nosy, prying into their personal business.

And when done right it is oh so powerful. “Why” gets to the heart of the matter, what they’re really concerned about. It chips away at the façade and the little dance that often takes place between a prospect and a salesperson.

So, when a prospect says they want something or need something or believe something or asks if your system can do something, oftentimes the very best response is to ask them why.

Why do you want that? Why do you need that? Why do you believe that? May I ask, why do you ask?

And when you ask, bring it down a notch. Be more like a therapist trying to get their patient to open up. And, if you’re still worried about tone, “How come?” or “Tell me more about that” are good options.

The word “why” is also a powerful word when presenting. “Let me explain why this is important…” “You’re probably wondering why is it that…” Using it here makes your audience curious to hear the answer.

Bottom line: Use it more. Don’t be shy with why. (Groan)