But the visual aids cannot be used in telephone interactions. Each industry has its own trade jargon. Salespeople need to check with their customers continually to determine whether they are interpreting sales messages properly. Salespeople also need to know the vocabulary used by their customers. Using the right words earns the respect of customers.
Words can be either abstract or concrete as well as emotional or neutral.
Concrete, fact-oriented words and expressions usually convey more information and are less likely to be misinterpreted than are abstract, conceptual words. Avoid words such as nice, pretty, good, and swell. Every salesperson should be able to draw on a set of words to help present the features of a product or service. A metaphor, such as This machine is a real work-horse. Customers with a visual orientation prefer words like see, observe, demonstrate, and clarity.