Ask any lawyer or politician and they'll tell you. They'll tell you that it's not only what you say, but also how you say it that makes an impact. Or, for that matter, ask any signmaker-turned-salesperson for which the appropriate use of words has become synonymous with success. Yes, all these professionals have uncovered a secret -- words really do sell.

Promoting ideas, products, and services takes effective communication and effective communication starts with the choice of suitable expressions that convey positive images and motivate to action. Like it or not, the way we say what we mean and when we say it will either turn the customer on or turn the customer away.

O.K., I know what you're thinking. It's hard enough to get a point across to your spouse let alone convince a client that they need to overhaul their entire identification scheme. Yet by laying the groundwork through proper verbalization, it's no harder selling a billboard than a set of car signs. Just follow a few pointers and start reaping results.

2.2 ~ Use Phrases that Reassure

Words communicate, convince, and ultimately sell, but timing is everything. So don't jump in and start preaching the moment they take a breath. If there's anything a customer can't stand it's sitting through a sermon about what they really need when they feel they really don't need it. Even if they really do! You're probably not going to convince them immediately anyway. Stay away from saying, "I think you need to" "This is really what you should do."

Instead, listen to the customer, not yourself. Try using reassurances such as, "Our job is to help you." "We'll make every effort to assist you." "We're committed to designing the right identification for you." What if those phrases just don't seem right for you? Then use simple clauses such as, "Yes, I see what you mean." "I understand."

Incidentally, that means not offending as well. A little tact can go a long way. You certainly won't score any points exclaiming, "Wow! That sign's a real dinosaur!" By not criticizing, you'll establish common ground and build the buyer's confidence in your sincerity. It'll be a lot easier to move on to the next level of the sales cycle all through the use of befitting terminology.

2.3 ~ Use a Little Excitement

When it's finally your turn to talk, start painting vivid pictures in the buyer's mind. Use expressions that are colorful and exciting. Describe features you want to sell as "hot", "brilliant", "sleek", "elegant", or "dazzling." Speak of colors using terms such as "lemon" for yellow, "scarlet" for red, and "azure" for blue. You get the idea. The more you practice, the easier it'll become. Just try to be balanced and not get carried away with your new vocabulary, though. Too much flowery speech may make them tune you out, or worse yet, make them suspicious that you're trying to pull a fast one.

In addition, be accurate and specific as you try and create that fascinating image. Being vague doesn't build credibility. Stating that "We use ultra-high performance 2 mil vinyl with a 7-year exterior durability," sure sounds better than, "This is good stuff."

2.4 ~ Use Words that Convey Value

Show the customer what's in it for him or her. Sell the value of the signage with appropriate adjectives such as "indispensable", "cost-effective", "income-enhancing." Use statements such as, "You won't know how you ever got along without these posters!" "This banner will help you reach full potential in your marketplace." "These car signs will make a remarkable difference in establishing your presence."

Highlight the benefits of the purchase by examining the customer's needs. By striving to get a clear picture of why they came in to your shop in the first place, you can utilize that information to convince the buyer. Do they want to increase traffic to their location but are worried about their budget? Then words such as "affordable", "economical", or "modest" can be chosen without sounding like you're operating a bargain basement. Is the customer concerned chiefly with the sign's quality? Use words such as, "distinguished", "refined", or "intricate." And what if the client is concerned whether the signage will last? Employ these phrases: "We produce your identification with durability in mind." "Our high-performance vinyl stands up to demanding conditions." "Your signs are engineered to last."

2.5 ~ Use Words that Persuade

Persuading the customer to entrust his business and hard-earned dollars to you may take a little verbal exercise on your part. Obviously, a demanding "Sign here!" isn't going to bring about that sale. So try using phrases and words that elicit a positive response and motivate as well. Try summing up your presentation with: "These design ideas are ready to be put to use immediately." "Why wait any longer to purchase this banner?" "Order these signs today and experience this opportunity." Clear and simple words such as "now", "today", "immediately", "right away", or "presently" can convey the message that you are waiting (albeit patiently) for their response.

Besides saying the right thing, successful persuasion also takes suitable body language and eye contact. Looking away or leaning back at a crucial point in your delivery may be misinterpreted as disinterest. If you've spent all this time worried about what to say, don't lose a sale to the way you go about saying it!

2.6 ~ Too Much Fuss?

If you're thinking this is all too much fuss over how to express oneself, think again. Consider where the sign industry has progressed in the last few years. Unfortunately, gone are the days when all a sign crafter would have to do is what they knew best bending neon, painting, or whatever. With increasing competition, not only within the sign industry but also from outside sources such as print shops, quick copy centers, screen painters, dealing with the public has become vital to ensuring survival. It's truly become a sign maker-turned-salesperson world.

Although paying attention in that English class would really have paid off now, you can still get up to speed by doing that important homework right away. Visit your local library or bookstore and locate material on effective sales presentations and closures. Take note of their recommendations and start using words that communicate, convince, and ultimately sell. Begin using phrases that add excitement, reassure the customer, convey value, persuade and motivate. Then be prepared to discover the secret to reaping results all through appropriate verbalization.