April 28, 2024 • 19 mins
On Today's episode of 'Prepare to Win' join David Lowe and Grace Lupoi as they discuss the power of words! Such a simple topic, yet it's so critical and impactful. When we speak with authenticity and conviction, our words become more compelling and influential. Tune in for a deep dive on this concept and reflect on how your own words impact others!
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Episode Transcript
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David Lowe (00:00):
Words have power.
Stay tuned to today's episode.
We're going to talk about thepower of your words, especially
in sales.
Grace Lupoi (00:18):
Hi guys, I'm Lupoi and and I'm here with David Lowe
, the automotive sales coach,and you just mentioned that
words matter.
Right, and words have power,and sometimes it's not even just
the words I say, it's the way Isay them.
David Lowe (00:29):
Right, yeah.
So yeah, not just what you say,but how you say.
But boy, do words have power,right, and they can be used for
good and they can be used forevil, and what we say matters.
So I think in sales we knowthat words matter.
We're going to cover today someof the words that we talk about
that matter.
Now I want to tell you, insales, a lot of people take
(00:51):
words that matter and createwhat they call scripts, sales
scripts.
In fact, you've got to memorizethe script.
Now, what's the attempt here?
To get the salesman to use theright words over and over and
over.
And I think that's.
I think it's beneficial, it'suseful, but I don't think it's
ultra useful.
I think there's even a betterway to do it.
(01:13):
In other words, could I say thesame things in my own language,
using keywords, and get betterresults than using a script of
somebody else's language?
Let me give you an example.
So I was down in Florida doingsome consulting at a Ford
dealership and they were reallyinto training and I think the
training guy was Paul.
I don't remember Paul Cummingsor something like that.
(01:35):
I think it was an Atlanta-basedtrainer, older white guy.
Now we were down there.
Half the staff was Hispanicokay, and that was our clientele
, right.
So it was interesting.
They had these 10 closes thateverybody was required to
memorize and they recited themin the morning meeting, kind of
(01:57):
like the Pledge of Allegiancething.
A little weird for me to sitthrough, but it was hilarious
listening to different agegroups and nationalities trying
to speak like this trainer spoke.
I don't speak like that.
So they said to me hey, whileyou're doing some consulting,
you need to learn these clothes.
I said, yeah, I'm not doingthat, I'll use the clothes.
(02:19):
They're fine, there's nothingwrong with them.
I can't speak like that, thoughit's not natural and it won't
sound natural.
So I will reword them in my ownlanguage Like no, you can't do
that.
Well, I'm going to tell yousomething.
That whole time there, I neverheard one person use those,
because it doesn't work when youtry to use somebody else's
language.
Now, that said, there's someshort things that you can use
(02:42):
over and over.
Maybe there's scripts that you?
Yeah, that's okay, scriptsaren't bad.
I'm just saying why not movefrom scripts to word tracks?
In other words, learn how tosay things well in your own
language right Now, when you dothat, as Chris pointed out
before the podcast.
(03:02):
He says a lot of people do thatand then they forget the key
words.
So it's not just rewording itin your own language, it's using
the principles and the keywords.
Words have power.
Grace Lupoi (03:15):
Right, absolutely.
David Lowe (03:17):
And so they create tremendous emotional reaction,
right?
So, grace, I really like you,but but all right, what's the
immediate emotional reaction?
Grace Lupoi (03:27):
Something's coming.
David Lowe (03:28):
So we know, right, we have these strong emotional
reactions to words.
People know that.
By the way, Advertisers knowthat.
Politicians know that.
Heck, here's some words Tuition, forgiveness program right.
What if they said tuition paidby your neighbor program, that
(03:48):
probably wouldn't be as wellaccepted, but the word
forgiveness?
Oh well, forgiveness, yeah,everybody wants forgiveness.
Again, it's a manipulation ofwords, because words do matter.
Now I think that words could beused to deceive like that, to
make something palatable that'snot palatable.
That's true In sales.
Words are really designed tohelp people feel comfortable
(04:11):
moving forward.
They're scared to death.
Grace Lupoi (04:13):
That's right.
David Lowe (04:14):
I don't want to make a mistake.
I'm going to buy the wrongthing.
I don't want to pay too much, Idon't want you pushing me into
doing it right.
So we use words to help themfeel comfortable, don't we Right
?
So we've got a few that we use.
Let's go over a few.
Here's just some keywords thatare interjected.
So we have a lot of word trackswe do, and the word tracks say
(04:38):
here's how you say this well,right, right Now, use them, even
memorize them, until you cansay them in your own language.
Right?
And there's some key words wehave in there, and the key that
we're looking for is notmemorization, but transformation
.
We'll talk about that in asecond.
First, give us some examples,some of those key words.
Grace Lupoi (05:05):
So really the biggest one that I think for
myself when teaching others isthe difference from using the
word and and but yeah, rightyeah, so if I say the word and
I'm building a bridge.
Yeah, if I use the word, butlike a second ago, yeah.
I'm breaking that bridge, I'mtearing it down.
Yeah, one of those big thingsthat when I'm communicating with
people, the words I use havegreat power.
David Lowe (05:22):
Yeah Right, something else Hang on to that
one for a second.
Yeah, so if you want more foryour trade?
And I said I hear what you'resaying, but you're wrong, right?
So that's what you hear, right,right.
So what you're saying is Iunderstand what you're saying
and let's look at the logic.
So it's the word and thatbuilds a bridge between empathy
(05:45):
and logic.
The word but says yeah, I agreewith everything you're saying,
but I don't right.
And so it almost undoeseverything that comes before.
Subconsciously.
People recognize that and itdoes build you called it a wall
and and builds a bridge.
Great example.
And we could go through theselling process where that's
really important.
(06:06):
So it's not like point andcounterpoint.
Instead of trying to score onour customer, we're working
together to work out a win-winagreement, right?
Grace Lupoi (06:15):
Okay, keep going.
What else?
Another big one is thetransition from saying our car
to your new car.
Psychologically that has a bigdifference and once again, the
words I use have power.
David Lowe (06:26):
They do, and so I think it was an IBM trainer came
to the car business and wastraining.
It's a dealer group that Ijoined years ago and they said
it like this our car, your car.
And I'm like, wait a minute,isn't that backwards, right?
See, by the time we get tonumbers, we should have already
sold the car.
The question is now how do youwant to pay for it?
(06:47):
Our car, your car.
So we changed it completelyhere's your new car, here's your
old car.
And it's true, it's true, right, the way the process works
outside.
We want to make sure we're onthe right car and sell it.
So if we work out the financialpackage, grace, or you want to
take your new blank?
Grace Lupoi (07:08):
home today.
David Lowe (07:09):
All right, rock and roll.
Let me show you how to pay forit now.
Right, and so here's your newcar.
It's very important, so there'sa transition.
For years people weren'tthinking about that.
But why not transfer ownershipin a comfortable way?
Right, they've already saidthey wanted it.
They want to take it home.
Help them feel comfortable.
That's right.
Right, keep going.
Grace Lupoi (07:30):
Another great one I think of also, as you just
mentioned it whole financialpackage.
David Lowe (07:34):
Oh yeah.
Grace Lupoi (07:35):
Versus numbers.
David Lowe (07:36):
Yeah right.
Grace Lupoi (07:37):
Words have power.
David Lowe (07:38):
Yeah.
Grace Lupoi (07:39):
We're not focused on one thing, not just the
numbers.
We can say numbers and the wordwhole financial package or all
the details.
Yeah, once again, lets thatcustomer, that buyer feel more
comfortable.
David Lowe (07:50):
Let's quit being car guys, let's wheel and deal and
let's start talking aboutworking out the whole financial
package.
This goes to the principle thatthe market decides, we don't
decide.
It's a power principle.
How do we help buyers hear it?
Well, we quit using car lingo.
Words matter, they have power,and some of the old car lingo
(08:12):
has negative power, makes peoplefeel bad or starts, begins this
negotiation that nobody evenwants right.
Everybody wants to have theright car at the right price.
Right, we want a win-winagreement.
Everybody's happy, and so wecan eliminate the words that you
know that ignite negativefeelings and put in a pot.
(08:34):
That's a good one.
Grace Lupoi (08:35):
What else?
I think really, looking at allthese words that we shift and
change is sometimes the biggesttakeaway that other people have
with the training Talkingthrough these things is this
communication is everything.
We just had a conversation withsomebody in Iowa and he said,
oh my gosh, the biggestdifference that we've noticed
isn't even the total transitionof what we're doing, the process
(08:57):
itself, the way that we say itand how we communicate with our
buyer, those small shifts thatwe take our car, your car
numbers, whole financial packageand versus but those are those
small shifts that we take thatmake a huge difference to
ourselves as a consultant, justas a person and the other person
we're talking with,psychologically, subconsciously,
(09:18):
consciously it's all thesebenefits and changes that it
really makes that I thinksometimes we overlook those
things.
David Lowe (09:24):
Yeah, that's a great point.
So we have the four goals, notone goal.
Some salespeople have one goaljust sell the car.
I don't know what that means.
Then it has some people justsell the car, make all the money
.
Well, what happens if thecustomer doesn't like you?
So we said sell the car, makemoney, and have the customer go.
You're awesome, I love you.
And a fourth goal, of course,really important is that we feel
(09:46):
good about what we do, thathealthy pride that's right.
So the words we use matter notjust to the customer but to us,
how we feel about what we didand how we do it.
And I'm going to tell yousomething I know that salesmen
get a bad rep the shark right.
I've met so many salespeople.
(10:06):
I really believe that salesmenwant to earn their pay and want
honest pay for hard work, and ifyou do a good job you should be
paid well.
They work very hard, and thepercentage markup in a car is so
small compared to thepercentage markup in everything
else right, you would freak outif you see how little the
average user makes on a $48,000new car.
(10:28):
It's not the price of the carthat determines the margin, it's
the manufacturer, right, and sothere's not a ton of profit
there.
And so I think, because of theprices, customers also think
that along with the high pricescome high profit margins, and
they're not so.
I believe most salesmen want toearn the living the right way.
(10:49):
I really truly believe that.
Unfortunately, most trainershave fanned the flame the
opposite way.
You know what I mean.
Let me use some words matter.
Oh, I laid that guy away, Right?
Yeah, Well, I can't.
So that's negative.
And so I had a manager say to asalesman the other day you need
(11:10):
to pound on those people.
Oh, my gosh, I mean wordsmatter.
What the sales manager reallymeant was make sure you
diligently follow up, becausethey're definitely going to buy
a car.
He chose his words poorly,which chose a bad salesman.
I don't want to pound on mycustomers.
I really like them.
So the words we use, both inselling and in coaching and in
(11:35):
relationships, matter, don'tthey?
Okay?
So let's get to the bottom line.
Scripts are good.
They can teach you the rightway to say something.
I think they're powerful.
Where they can be overused isthe way that somebody else
speaks may not be the way thatyou speak, and so they may come
(11:56):
off not so genuine.
They may come off scripted andnot powerful.
So what we said was maybe thehigher level of selling is not a
script but a word track.
It's something that says.
Here's a great way to get thispoint across Selling is,
remember, persuading others thebenefits of to take action right
(12:18):
.
So we are persuading others, andso these word tracks would say
here's a great To demonstratevalue, to help people feel
comfortable moving forward.
Here's how you could say it,and within here here's some key
words that really do matter andwe want to target those words.
(12:40):
But a lot of the other wordsreally are personal, aren't they
?
If I sound like somebody else,it's not going to come across.
So we said that famous ZigZiglar quote the depth of your
conviction is more powerful thanthe height of your argument.
I think something like that hesaid.
We read it in that one.
Grace Lupoi (13:00):
Hey, that's a good time.
David Lowe (13:02):
Yeah, I haven't read anything he's done except that
one thing.
Like that's genius.
I got to read more of this guy,so and if you haven't, I guess
that look him up.
A great salesman.
But so we believe that webelieve that's what's in our
heart and mind will be in ourcustomer's heart and mind.
Today we talked about thatheart conveyance, how your
heartbeat sends outelectromagnetic signal three
(13:24):
feet out.
People could feel that, and sowe really do communicate with
others based on how we feelabout things.
It's really not what you saysometimes but, as you said, how
you say it.
I've had salesmen say to me Isaid the exact same thing, dave,
that you did, and I said, yeah,but I believed it.
And so that's what closes thecardio, maybe not the words, but
(13:48):
the truth behind it, the belief.
So we want to move frommemorization to really
transformation, meaning that wedon't want to memorize how to
say something.
We want to understand what'shappening, why it's happening
and what to say and why to sayit that way to say and why to
(14:11):
say it that way.
We want to understand that somewords that we're going to say
are really going to benefit andmove us forward and other words
may push us back, right.
So we want to transform.
The best way to transform mightbe to memorize word tracks.
Say them over and over untilyou can make them your own right
.
That might be a good way forsome.
(14:32):
That's it.
I have other students that hearit said and can say it back to
you the same, different words,but the same.
You know that I have problemswriting training because every
time I say something it's thesame, but it's different.
So, right and so when you gothroughout the dealership
playbook or online trainingplatform if you guys are on our
Facebook page I'm a sales coachor our YouTube channel, you'll
(14:55):
hear us say some things over andover and you'll notice that the
words aren't exact.
We do use a lot of the keywords, but the way we say it
kind of changes.
Right, and what we're reallydoing is we want to build
salesmen that can think on theirfeet.
Oh, I didn't memorize anythingfor this.
You don't have to.
If you know what's happeningand why it's happening, you will
(15:16):
find a way to help your buyerover that hump and feel
comfortable moving to the nextstep.
So today's episode really fallsshort of being the episode about
the power of war, this topic, Idon't know.
We could probably make a couplemonths worth of episodes on
this topic and I promise we'llcome back with even some more
(15:38):
examples.
Why did we do this today?
Well, we were reminded in oneof our new higher classes as
people were practicing watchingpeople explode and become their
own.
It's really exciting whenthey're saying the right things
in their own language.
It has such power and as theybegin to transform inside, their
confidence rises and confidenceis contagious.
(16:01):
So we were reminded and thought, hey, now's a great time to
tell everybody words have power.
We know that people are usingwords politically, social media,
wise to manipulate, and boy,they sure get a lot of people to
react with some really strongfeelings.
You know I'm not an expert, butboy, I have a strong opinion,
(16:21):
right and uh, and words do thatto people.
So we want to be careful as faras up to us.
We want to live at peace withall people, right, and so we
want to not do anythingintentionally that offends in
the personal world, in the salesworld, of course, we want to
help our buyer feel comfortabletaking that next step.
Words matter and there's somuch to this thing.
(16:44):
Focus this week the words you'reusing.
Are they thoughtful?
I would still practice my ownword tracks.
I would take a script that Iheard, sit down and write it out
in my language and practicethat over and over.
Right, because I want to say itwell and if I'm going to face
the circumstance a lot, I'd liketo be prepared for it Now, when
(17:05):
it actually happens.
I may not say it word for wordthe way I practice it.
I may not say it word for wordthe way I practice it, but I bet
you in my depth I know it and Iwill communicate it from my
heart and my mind in a way thatthe buyer can understand.
They might disagree with me,but they can understand and
hopefully we could move forwardtogether, right?
Any last thoughts on this?
Grace Lupoi (17:23):
That's that unconscious competence.
That's what we're going for Imoved forward from just the
script to having it memorized,to.
I use it as my foundation and Ilet it become me.
That's that transformation,that unconscious competence that
we're all after.
David Lowe (17:37):
We are after that.
So, salespeople, we can prepareyou.
We have the process and sayhere's the roadmap.
And you know what this roadmap?
It's true, relationship andtrust, values, our commitment,
win-win agreement, customer forlife these four things are never
going to change.
Our techniques and technologiesconstantly change and in this
(17:59):
roadmap we know that what we doand how we do it matters.
And today we talked about whatwe say and how we say it matters
, right.
And so today's episode wasreally let's focus this week on
our words.
Are my words thoughtful?
Are they practiced?
Are they professional?
Is there a way for me to saywhat I'm already saying?
(18:20):
Even better, better today thanyesterday, all right.
So words, you say they havepower.
Right.
Be thoughtful with the wordsyou use, be professional, use
great manners and create excited, loyal, lifetime customers.
This week, right, so we'll seeyou next week.
Thank you so much for joining.
(18:40):
If you like us, you like theepisode or you like the podcast,
just like us, please, and shareit.
We love the notes coming in.
By the way, grace said she gotone the other day somebody
traveling in the car, while noteven in the car business, not
working with us.
So talk about how much itinfluenced them that day.
Thank you for that.
We appreciate that.
We want to be a benefit to youand, of course, if there's any
(19:01):
topic you want us to talk about,send that in the comments.
Good selling.
Words have power.
Stay tuned to today's episode.
We're going to talk about thepower of your words, especially
in sales.
Grace Lupoi (00:18):
Hi guys, I'm Lupoi and and I'm here with David Lowe
, the automotive sales coach,and you just mentioned that
words matter.
Right, and words have power,and sometimes it's not even just
the words I say, it's the way Isay them.
David Lowe (00:29):
Right, yeah.
So yeah, not just what you say,but how you say.
But boy, do words have power,right, and they can be used for
good and they can be used forevil, and what we say matters.
So I think in sales we knowthat words matter.
We're going to cover today someof the words that we talk about
that matter.
Now I want to tell you, insales, a lot of people take
(00:51):
words that matter and createwhat they call scripts, sales
scripts.
In fact, you've got to memorizethe script.
Now, what's the attempt here?
To get the salesman to use theright words over and over and
over.
And I think that's.
I think it's beneficial, it'suseful, but I don't think it's
ultra useful.
I think there's even a betterway to do it.
(01:13):
In other words, could I say thesame things in my own language,
using keywords, and get betterresults than using a script of
somebody else's language?
Let me give you an example.
So I was down in Florida doingsome consulting at a Ford
dealership and they were reallyinto training and I think the
training guy was Paul.
I don't remember Paul Cummingsor something like that.
(01:35):
I think it was an Atlanta-basedtrainer, older white guy.
Now we were down there.
Half the staff was Hispanicokay, and that was our clientele
, right.
So it was interesting.
They had these 10 closes thateverybody was required to
memorize and they recited themin the morning meeting, kind of
(01:57):
like the Pledge of Allegiancething.
A little weird for me to sitthrough, but it was hilarious
listening to different agegroups and nationalities trying
to speak like this trainer spoke.
I don't speak like that.
So they said to me hey, whileyou're doing some consulting,
you need to learn these clothes.
I said, yeah, I'm not doingthat, I'll use the clothes.
(02:19):
They're fine, there's nothingwrong with them.
I can't speak like that, thoughit's not natural and it won't
sound natural.
So I will reword them in my ownlanguage Like no, you can't do
that.
Well, I'm going to tell yousomething.
That whole time there, I neverheard one person use those,
because it doesn't work when youtry to use somebody else's
language.
Now, that said, there's someshort things that you can use
(02:42):
over and over.
Maybe there's scripts that you?
Yeah, that's okay, scriptsaren't bad.
I'm just saying why not movefrom scripts to word tracks?
In other words, learn how tosay things well in your own
language right Now, when you dothat, as Chris pointed out
before the podcast.
(03:02):
He says a lot of people do thatand then they forget the key
words.
So it's not just rewording itin your own language, it's using
the principles and the keywords.
Words have power.
Grace Lupoi (03:15):
Right, absolutely.
David Lowe (03:17):
And so they create tremendous emotional reaction,
right?
So, grace, I really like you,but but all right, what's the
immediate emotional reaction?
Grace Lupoi (03:27):
Something's coming.
David Lowe (03:28):
So we know, right, we have these strong emotional
reactions to words.
People know that.
By the way, Advertisers knowthat.
Politicians know that.
Heck, here's some words Tuition, forgiveness program right.
What if they said tuition paidby your neighbor program, that
(03:48):
probably wouldn't be as wellaccepted, but the word
forgiveness?
Oh well, forgiveness, yeah,everybody wants forgiveness.
Again, it's a manipulation ofwords, because words do matter.
Now I think that words could beused to deceive like that, to
make something palatable that'snot palatable.
That's true In sales.
Words are really designed tohelp people feel comfortable
(04:11):
moving forward.
They're scared to death.
Grace Lupoi (04:13):
That's right.
David Lowe (04:14):
I don't want to make a mistake.
I'm going to buy the wrongthing.
I don't want to pay too much, Idon't want you pushing me into
doing it right.
So we use words to help themfeel comfortable, don't we Right
?
So we've got a few that we use.
Let's go over a few.
Here's just some keywords thatare interjected.
So we have a lot of word trackswe do, and the word tracks say
(04:38):
here's how you say this well,right, right Now, use them, even
memorize them, until you cansay them in your own language.
Right?
And there's some key words wehave in there, and the key that
we're looking for is notmemorization, but transformation
.
We'll talk about that in asecond.
First, give us some examples,some of those key words.
Grace Lupoi (05:05):
So really the biggest one that I think for
myself when teaching others isthe difference from using the
word and and but yeah, rightyeah, so if I say the word and
I'm building a bridge.
Yeah, if I use the word, butlike a second ago, yeah.
I'm breaking that bridge, I'mtearing it down.
Yeah, one of those big thingsthat when I'm communicating with
people, the words I use havegreat power.
David Lowe (05:22):
Yeah Right, something else Hang on to that
one for a second.
Yeah, so if you want more foryour trade?
And I said I hear what you'resaying, but you're wrong, right?
So that's what you hear, right,right.
So what you're saying is Iunderstand what you're saying
and let's look at the logic.
So it's the word and thatbuilds a bridge between empathy
(05:45):
and logic.
The word but says yeah, I agreewith everything you're saying,
but I don't right.
And so it almost undoeseverything that comes before.
Subconsciously.
People recognize that and itdoes build you called it a wall
and and builds a bridge.
Great example.
And we could go through theselling process where that's
really important.
(06:06):
So it's not like point andcounterpoint.
Instead of trying to score onour customer, we're working
together to work out a win-winagreement, right?
Grace Lupoi (06:15):
Okay, keep going.
What else?
Another big one is thetransition from saying our car
to your new car.
Psychologically that has a bigdifference and once again, the
words I use have power.
David Lowe (06:26):
They do, and so I think it was an IBM trainer came
to the car business and wastraining.
It's a dealer group that Ijoined years ago and they said
it like this our car, your car.
And I'm like, wait a minute,isn't that backwards, right?
See, by the time we get tonumbers, we should have already
sold the car.
The question is now how do youwant to pay for it?
(06:47):
Our car, your car.
So we changed it completelyhere's your new car, here's your
old car.
And it's true, it's true, right, the way the process works
outside.
We want to make sure we're onthe right car and sell it.
So if we work out the financialpackage, grace, or you want to
take your new blank?
Grace Lupoi (07:08):
home today.
David Lowe (07:09):
All right, rock and roll.
Let me show you how to pay forit now.
Right, and so here's your newcar.
It's very important, so there'sa transition.
For years people weren'tthinking about that.
But why not transfer ownershipin a comfortable way?
Right, they've already saidthey wanted it.
They want to take it home.
Help them feel comfortable.
That's right.
Right, keep going.
Grace Lupoi (07:30):
Another great one I think of also, as you just
mentioned it whole financialpackage.
David Lowe (07:34):
Oh yeah.
Grace Lupoi (07:35):
Versus numbers.
David Lowe (07:36):
Yeah right.
Grace Lupoi (07:37):
Words have power.
David Lowe (07:38):
Yeah.
Grace Lupoi (07:39):
We're not focused on one thing, not just the
numbers.
We can say numbers and the wordwhole financial package or all
the details.
Yeah, once again, lets thatcustomer, that buyer feel more
comfortable.
David Lowe (07:50):
Let's quit being car guys, let's wheel and deal and
let's start talking aboutworking out the whole financial
package.
This goes to the principle thatthe market decides, we don't
decide.
It's a power principle.
How do we help buyers hear it?
Well, we quit using car lingo.
Words matter, they have power,and some of the old car lingo
(08:12):
has negative power, makes peoplefeel bad or starts, begins this
negotiation that nobody evenwants right.
Everybody wants to have theright car at the right price.
Right, we want a win-winagreement.
Everybody's happy, and so wecan eliminate the words that you
know that ignite negativefeelings and put in a pot.
(08:34):
That's a good one.
Grace Lupoi (08:35):
What else?
I think really, looking at allthese words that we shift and
change is sometimes the biggesttakeaway that other people have
with the training Talkingthrough these things is this
communication is everything.
We just had a conversation withsomebody in Iowa and he said,
oh my gosh, the biggestdifference that we've noticed
isn't even the total transitionof what we're doing, the process
(08:57):
itself, the way that we say itand how we communicate with our
buyer, those small shifts thatwe take our car, your car
numbers, whole financial packageand versus but those are those
small shifts that we take thatmake a huge difference to
ourselves as a consultant, justas a person and the other person
we're talking with,psychologically, subconsciously,
(09:18):
consciously it's all thesebenefits and changes that it
really makes that I thinksometimes we overlook those
things.
David Lowe (09:24):
Yeah, that's a great point.
So we have the four goals, notone goal.
Some salespeople have one goaljust sell the car.
I don't know what that means.
Then it has some people justsell the car, make all the money
.
Well, what happens if thecustomer doesn't like you?
So we said sell the car, makemoney, and have the customer go.
You're awesome, I love you.
And a fourth goal, of course,really important is that we feel
(09:46):
good about what we do, thathealthy pride that's right.
So the words we use matter notjust to the customer but to us,
how we feel about what we didand how we do it.
And I'm going to tell yousomething I know that salesmen
get a bad rep the shark right.
I've met so many salespeople.
(10:06):
I really believe that salesmenwant to earn their pay and want
honest pay for hard work, and ifyou do a good job you should be
paid well.
They work very hard, and thepercentage markup in a car is so
small compared to thepercentage markup in everything
else right, you would freak outif you see how little the
average user makes on a $48,000new car.
(10:28):
It's not the price of the carthat determines the margin, it's
the manufacturer, right, and sothere's not a ton of profit
there.
And so I think, because of theprices, customers also think
that along with the high pricescome high profit margins, and
they're not so.
I believe most salesmen want toearn the living the right way.
(10:49):
I really truly believe that.
Unfortunately, most trainershave fanned the flame the
opposite way.
You know what I mean.
Let me use some words matter.
Oh, I laid that guy away, Right?
Yeah, Well, I can't.
So that's negative.
And so I had a manager say to asalesman the other day you need
(11:10):
to pound on those people.
Oh, my gosh, I mean wordsmatter.
What the sales manager reallymeant was make sure you
diligently follow up, becausethey're definitely going to buy
a car.
He chose his words poorly,which chose a bad salesman.
I don't want to pound on mycustomers.
I really like them.
So the words we use, both inselling and in coaching and in
(11:35):
relationships, matter, don'tthey?
Okay?
So let's get to the bottom line.
Scripts are good.
They can teach you the rightway to say something.
I think they're powerful.
Where they can be overused isthe way that somebody else
speaks may not be the way thatyou speak, and so they may come
(11:56):
off not so genuine.
They may come off scripted andnot powerful.
So what we said was maybe thehigher level of selling is not a
script but a word track.
It's something that says.
Here's a great way to get thispoint across Selling is,
remember, persuading others thebenefits of to take action right
(12:18):
.
So we are persuading others, andso these word tracks would say
here's a great To demonstratevalue, to help people feel
comfortable moving forward.
Here's how you could say it,and within here here's some key
words that really do matter andwe want to target those words.
(12:40):
But a lot of the other wordsreally are personal, aren't they
?
If I sound like somebody else,it's not going to come across.
So we said that famous ZigZiglar quote the depth of your
conviction is more powerful thanthe height of your argument.
I think something like that hesaid.
We read it in that one.
Grace Lupoi (13:00):
Hey, that's a good time.
David Lowe (13:02):
Yeah, I haven't read anything he's done except that
one thing.
Like that's genius.
I got to read more of this guy,so and if you haven't, I guess
that look him up.
A great salesman.
But so we believe that webelieve that's what's in our
heart and mind will be in ourcustomer's heart and mind.
Today we talked about thatheart conveyance, how your
heartbeat sends outelectromagnetic signal three
(13:24):
feet out.
People could feel that, and sowe really do communicate with
others based on how we feelabout things.
It's really not what you saysometimes but, as you said, how
you say it.
I've had salesmen say to me Isaid the exact same thing, dave,
that you did, and I said, yeah,but I believed it.
And so that's what closes thecardio, maybe not the words, but
(13:48):
the truth behind it, the belief.
So we want to move frommemorization to really
transformation, meaning that wedon't want to memorize how to
say something.
We want to understand what'shappening, why it's happening
and what to say and why to sayit that way to say and why to
(14:11):
say it that way.
We want to understand that somewords that we're going to say
are really going to benefit andmove us forward and other words
may push us back, right.
So we want to transform.
The best way to transform mightbe to memorize word tracks.
Say them over and over untilyou can make them your own right
.
That might be a good way forsome.
(14:32):
That's it.
I have other students that hearit said and can say it back to
you the same, different words,but the same.
You know that I have problemswriting training because every
time I say something it's thesame, but it's different.
So, right and so when you gothroughout the dealership
playbook or online trainingplatform if you guys are on our
Facebook page I'm a sales coachor our YouTube channel, you'll
(14:55):
hear us say some things over andover and you'll notice that the
words aren't exact.
We do use a lot of the keywords, but the way we say it
kind of changes.
Right, and what we're reallydoing is we want to build
salesmen that can think on theirfeet.
Oh, I didn't memorize anythingfor this.
You don't have to.
If you know what's happeningand why it's happening, you will
(15:16):
find a way to help your buyerover that hump and feel
comfortable moving to the nextstep.
So today's episode really fallsshort of being the episode about
the power of war, this topic, Idon't know.
We could probably make a couplemonths worth of episodes on
this topic and I promise we'llcome back with even some more
(15:38):
examples.
Why did we do this today?
Well, we were reminded in oneof our new higher classes as
people were practicing watchingpeople explode and become their
own.
It's really exciting whenthey're saying the right things
in their own language.
It has such power and as theybegin to transform inside, their
confidence rises and confidenceis contagious.
(16:01):
So we were reminded and thought, hey, now's a great time to
tell everybody words have power.
We know that people are usingwords politically, social media,
wise to manipulate, and boy,they sure get a lot of people to
react with some really strongfeelings.
You know I'm not an expert, butboy, I have a strong opinion,
(16:21):
right and uh, and words do thatto people.
So we want to be careful as faras up to us.
We want to live at peace withall people, right, and so we
want to not do anythingintentionally that offends in
the personal world, in the salesworld, of course, we want to
help our buyer feel comfortabletaking that next step.
Words matter and there's somuch to this thing.
(16:44):
Focus this week the words you'reusing.
Are they thoughtful?
I would still practice my ownword tracks.
I would take a script that Iheard, sit down and write it out
in my language and practicethat over and over.
Right, because I want to say itwell and if I'm going to face
the circumstance a lot, I'd liketo be prepared for it Now, when
(17:05):
it actually happens.
I may not say it word for wordthe way I practice it.
I may not say it word for wordthe way I practice it, but I bet
you in my depth I know it and Iwill communicate it from my
heart and my mind in a way thatthe buyer can understand.
They might disagree with me,but they can understand and
hopefully we could move forwardtogether, right?
Any last thoughts on this?
Grace Lupoi (17:23):
That's that unconscious competence.
That's what we're going for Imoved forward from just the
script to having it memorized,to.
I use it as my foundation and Ilet it become me.
That's that transformation,that unconscious competence that
we're all after.
David Lowe (17:37):
We are after that.
So, salespeople, we can prepareyou.
We have the process and sayhere's the roadmap.
And you know what this roadmap?
It's true, relationship andtrust, values, our commitment,
win-win agreement, customer forlife these four things are never
going to change.
Our techniques and technologiesconstantly change and in this
(17:59):
roadmap we know that what we doand how we do it matters.
And today we talked about whatwe say and how we say it matters
, right.
And so today's episode wasreally let's focus this week on
our words.
Are my words thoughtful?
Are they practiced?
Are they professional?
Is there a way for me to saywhat I'm already saying?
(18:20):
Even better, better today thanyesterday, all right.
So words, you say they havepower.
Right.
Be thoughtful with the wordsyou use, be professional, use
great manners and create excited, loyal, lifetime customers.
This week, right, so we'll seeyou next week.
Thank you so much for joining.
(18:40):
If you like us, you like theepisode or you like the podcast,
just like us, please, and shareit.
We love the notes coming in.
By the way, grace said she gotone the other day somebody
traveling in the car, while noteven in the car business, not
working with us.
So talk about how much itinfluenced them that day.
Thank you for that.
We appreciate that.
We want to be a benefit to youand, of course, if there's any
(19:01):
topic you want us to talk about,send that in the comments.
Good selling.
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