Adapted from Jeff Haden's excellent piece over at Inc.
You may remember the lesson from school: denotation vs connotation. For those of you for whom it may be hazy, denotation is the dictionary definition of the word, and the latter is the association that the word evokes. Thus, while "thin," "scrawny," "willowy," and "lean" may all roughly mean the same thing, I think we can all identify which word we'd rather not be described as.
This principle of thoughtful word choice also applies in sales. Whether by email, phone, or face-to-face communication, language does the heavy lifting in the sales process. Hopefully, you're already well-informed and enthusiastic about your company's product, but how do you translate this into concrete sales? How do you convince a potential buyer who may be hemming and hawing a bit? Mind your words.
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