Always having a buyer’s contract or purchasing agreement with you prepares you to sell at any time.

What do you call your written purchase agreements?

But first, before we tackle that topic, let’s discuss a more common topic that arises in your daily selling: the sales terminology.

I used the word “contract” in the title of this post for searchability.  To help certain readers find this post more easily.

Hopefully, your selling vernacular has evolved past using the “contract”.

If not, then let today be the last day that you refer to your purchase agreement as a “contract.”

Words like “contract” can put fear in the hearts of your buyers.

Contracts are scary. They are ironclad and last forever.  The word focuses your prospects on commitment rather than benefits.

Instead, use a term like:

  • Purchase agreement
  • Authorization agreement
  • Written agreement
  • Paperwork

Yes, I use an everyday word like “paperwork” all the time.  “When we’ve completed the paperwork, we can…”

How important are words like “contract”?

Well, let me answer that question with this thought: Words are the primary tools that you use in persuading your prospects to make an immediate buying decision.

As we discuss in other posts in this series about selling tools, visual aids are also very useful in setting the tone of the sales call and helping your prospects remember what you present.

But words themselves are visual tools. The words you choose to use create mental pictures in the minds of your prospects.

The impact of words is detailed in this book.

Some words are more impactful than others. But certain words like “contract” can unnecessarily raise the red flags of caution among prospective buyers.

So get in the habit of using alternative terminology.  Next post, we’ll look at the primary advantage of always having a written agreement whenever you meet with prospects and customers.