Once you determine which primary sense (visual, auditory, or kinesthetic) the prospect is most comfortable with, you can focus on word choice to make a better verbal connection.
Here’s a brief list of sensory words and phrases that can help you grab and hold your buyer’s attention more effectively.
Sensory Sales Words:
Sensory Sales Phrases:
Now let’s assume you were selling a technical product and you were able to determine which of these three communication mediums best suited your customer. You would then use different messages for each person.
If the prospect was a visual person, you might say:
“Take a look at the new Model 43. Notice how the new design makes it easier to observe the monitor scope.”
If the prospect was an auditory person, you might say:
“Let me tell you about this new Model 43. Just listen to how quiet it is. It hardly makes a sound.”
And with the kinesthetic person, you might say:
“Wait until you get your hands on the new Model 43. Once you get a handle on its operation, you’ll have a better sense of why some people feel so strongly about how it can impact their operations.”
By listening to the words your prospects use, you will get insight into their communication bias. And by adjusting your selling style and word choice accordingly, you will make rapport building easier and improve your sales results.