You sell yourSELF and your WORDS when you sell your products and services

About the Author: Hal Alpiar is a national award-winning author and marketer. One of America’s leading sales results writers, educators and consultants, he hosts a daily blog on entrepreneurial leadership and creative sales at HalAlpiar.com. Hal coaches owners and managers with strategic marketing action plans from website content and social networking sales to branding, advertising and public relations campaigns. Click Here to work with Hal! Results-Driven Words (Part 9 of 10)

Excerpted from Aug 29, 2010 Guest blog post for sales professionals at http://bit.ly/9zFJMV

Written by Hal Alpiar[Contributing Author]

THE WORDS YOU SELL

Even though the boss may not like to admit it, when people buy your products and services, they also buy you!

Prospects and customers need to feel they can “connect” with a sales rep. Not every purchase satisfies this need, but most do. You are, after all, viewed and thought of by the customer as if you (personally) ARE the business and the business reputation that you represent.

So with all that on the line, you ready yourself every day to get in the spotlight. You shower, brush your teeth, fix your hair, dress up, straighten up, and practice your smile and handshake with everyone in your path.

But what about the words you use? You use words to sell, but you also –like selling yourself—sell the words themselves! You do this by virtue of the exact words you choose to use, and the ways that you use and express them. You also do it by virtue of the words you do not use . . . er, um, uh, expletives (no matter how mild), and any words of a derogatory nature (about anything!)

“The difference between the almost right word and the right word is really a large matter—‘tis the

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