WE WE

Written By Jeffrey Gitomer
@GITOMER

KING OF SALES, The author of seventeen best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His live coaching program, Sales Mastery, is available at gitomer.me.

GitBit WE WE

Getting rid of the word “we” is HARD.
Getting rid of the word “we” is POWERFUL
Getting rid of the word “we” MAKES SALES.

Here are a few strategies to try:
Word conversion. You can get rid of we one by one. Inserting other words like ‘you’ or ‘they’ or ‘others.’ This is the most difficult strategy, because you have to think word by word.
Sentence conversion. Take the sentences where the word we occurs, and convert them into value statements or ownership statements. Instead of saying “We make the best bed in the U.S.,” ask, “If you were lucky enough to purchase the best bed in the U.S., how would you change the configuration of your bedroom to show it off?”
Thought conversion. This is the best, but hardest, to master. It means taking your entire presentation and converting it in your mind — changing your thoughts of ‘we are great’ and ‘it’s all about me and my product,’ and converting those thoughts and expressions to how the customer perceives value, takes ownership, and wins.

Get rid of we — it’s blocking your sales success.

Jeffrey Gitomer is the author of The Little Red Book of Selling. President of Charlotte-based Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts Internet training programs on selling and customer service at www.trainone.com. He can be reached at 704/333-1112 or e-mail to salesman@gitomer.com