10 Magic Words That Move Prospects to Buy

In sales, your words can make or break a deal. What you say and how you say it has the power to persuade prospects to take action or convince them to walk away. And in today‘s hyper-competitive marketplace, you need every advantage you can get to hit your quota and grow your business.

While there‘s no single magic formula for sales success, there are certain words that have been scientifically proven to carry more persuasive weight. By strategically using them in your sales emails, calls and meetings, you can dramatically boost your chances of getting a "yes."

But it‘s not just about the words themselves. It‘s about the emotions they tap into. Studies have shown that people tend to make purchasing decisions based more on feelings than facts. In one famous experiment, researchers found that 85% of surveyed consumers said their buying decisions were informed by emotions over logic and reasoning.

This means that to be an effective salesperson, you need to know how to pull on prospects‘ heartstrings and appeal to their core desires and motivations. You have to paint a vivid picture of how your product or service will make their lives better, rather than just rattling off a list of features.

Luckily, there are some specific words you can use to elicit the right emotions and persuade even the most stubborn prospects to pull the trigger. Here are 10 of the most powerful:

1. You

There‘s a reason why "you" is considered the most persuasive word in the English language. It shows prospects that you‘re focused on them and their needs, not just trying to push your own agenda.

"You" has been found to be 20% more persuasive than "I" in getting people to take a desired action. So instead of saying "I think our solution is a great fit," try "You mentioned that increasing sales was a top priority – here‘s how we can help you achieve that goal."

2. New

Humans are hardwired to be drawn to novelty. We‘re curious about new ideas and experiences. We want to be early adopters and trailblazers. When you describe your offering as "new," it immediately grabs people‘s interest.

One study found that ads promoting "new products" generated 15% more clicks than those without the word "new." Of course, make sure your product or service is actually novel in some way. You don‘t want to mislead prospects.

3. Discover

Similarly, "discover" piques prospects‘ curiosity and invites them on a journey of exploration with you. It suggests that you can reveal new possibilities and solutions they hadn‘t considered before. Harvard research has found that curiosity activates the reward-seeking circuits in our brains, priming us to make purchases.

You might say something like: "I‘d love to set up a meeting so we can discover new ways to streamline your operations and boost your bottom line." This helps prospects focus on the potential value you offer, rather than just the cost.

4. Results

At the end of the day, prospects only care about one thing: results. They want to know exactly what your product or service will help them achieve. 73% of B2B buyers say that case studies and testimonials showing real-world results are the content they find most influential when making purchase decisions.

So don‘t be shy about sharing specific numbers and success stories. Instead of vague promises, tell prospects: "Our clients typically see a 25% increase in conversion rates within the first 3 months."

5. Proven

In a world of bold claims and slick marketing, prospects are often skeptical of what salespeople tell them. They need reassurance that your solution actually works as advertised. According to HubSpot research, 71% of buyers trust recommendations from friends and family over any type of advertising.

Using the word "proven" taps into this trust factor. You might say: "We use a proven methodology that‘s helped clients like X, Y and Z consistently double their revenue year over year." Case studies, testimonials and independent research can back up your "proven" claims.

6. Save

Everyone loves to save, whether it‘s time, money or hassle. In fact, the promise of savings can actually produce a dopamine rush in the brain, driving us to make purchases in pursuit of that feeling.

Beyond just cost savings, consider how your offering can help prospects save in other ways too. Maybe your software will save them 10 hours a week on manual data entry. Or perhaps your more efficient manufacturing process will save them from costly delays. The more specific your "savings," the better.

7. Health

While "health" may seem more applicable to medical sales, it can be a persuasive word in any industry. It shows that you care about the overall wellbeing and vitality of your prospects‘ business.

94% of B2B buyers say they‘re more likely to buy from salespeople who "understand their goals." You can tap into this by saying something like: "I want to be a long-term partner in the health and growth of your company. Here‘s how we can ensure you meet your goals and thrive."

8. Safety

In uncertain times, prospects crave stability and security. They want to be confident they‘re making a safe choice for their business. IBM found that 77% of consumers are willing to pay more for a brand they trust, compared to a competitor with lower prices.

While you should never prey on prospects‘ fears, you can subtly address their concerns and position your offering as a safe bet. Perhaps you have a 30-day money back guarantee or 24/7 customer support to minimize their risk. Highlight these safety nets in your pitch.

9. Guarantee

Speaking of risk-reduction, a "guarantee" is one of the most powerful tools in a salesperson‘s arsenal. It demonstrates that you‘re so confident in your product that you‘re willing to put your money where your mouth is. One study found that when a $10 product came with a 30-day money back guarantee, it sold just as many units as the same product at $5 without the guarantee.

Of course, make sure any guarantee you make is one you can confidently stand behind. And always be upfront about any conditions or limitations to maintain trust.

10. Love

Finally, "love" might seem like a strange word to use in a business context, but it can be incredibly compelling. It signifies a deep sense of passion, commitment, and positive emotion. Advertising research has found that ads with purely emotional content perform twice as well as those with only rational content in generating sales.

You don‘t want to overuse "love" lest it lose its meaning. But when used sparingly and authentically, it can help you connect with prospects on a human level. You might tell them: "We‘d love to help you solve this challenge" or "Our team loves coming up with creative solutions for clients like you."

Putting Magic Words Into Practice

As you can see, words carry a lot of weight in sales. But it‘s not just about knowing which words are most persuasive in theory. You also need to understand how to wield them effectively in practice.

Here are a few key things to keep in mind:

• Be natural. Don‘t just awkwardly shoehorn power words into every sentence. Use them strategically and organically. Read your emails or scripts out loud to make sure they sound like a real human conversation.

• Get specific. Whenever possible, attach tangible numbers and details to your persuasive words. "Proven to increase sales by 35% for companies like X" is more compelling than just "proven to increase sales."

• Tailor your language. Different words will resonate with different industries, roles and personality types. Do your research ahead of time to understand your prospects and what language they respond best to. A CIO will likely find "security" and "compliance" more persuasive than "love."

• Balance emotion with logic. Stirring emotions is important, but you can‘t expect prospects to make a purely heart-based decision. Come armed with data, demos and concrete evidence to justify the feelings you evoke. Give the logical brain what it needs to rationalize an emotional choice.

• Focus on them, not you. It‘s a common mistake for salespeople to get so excited about their offering that they forget to frame everything around the buyer. Remember, it‘s not about why your product is so great. It‘s about why it‘s so great for them. Keep the emphasis on "you," not "I" or "we."

When in doubt, put yourself in your prospect‘s shoes. What would persuade you to make a similar purchase? What would turn you off? Empathy and emotional intelligence are just as important in sales as a heightened vocabulary.

The Emotions Behind the Words

At this point, you might be thinking: "Okay, I get that certain words are more persuasive than others. But why? What is it about a word like ‘you‘ or ‘guarantee‘ that makes people more likely to buy?"

The answer lies in the emotions they elicit. According to research from Harvard Business School, there are 10 primary motivating emotions that drive consumers‘ purchasing decisions:
belonging, hope, excitement, gratitude, curiosity, confidence, happiness, pride, superiority, and relief.

Let‘s look at how some of our magic words map to these core emotional drivers:

• "You" sparks feelings of belonging. It tells prospects that you see them, understand them, and are here to support them.
• "New" generates curiosity and excitement. It hints at possibilities and novel solutions they haven‘t encountered before.
• "Save" offers relief and confidence. It assures prospects that they‘re making a smart choice and minimizing risk.
• "Guarantee" instills pride and superiority. It makes people feel savvy and sure of their decision.
• "Love" elicits happiness and gratitude. It creates warm, fuzzy feelings and a sense of relationship.

Of course, every word can evoke a range of emotions depending on the context. But in general, these are the gut reactions and subconscious responses you‘re trying to create with your intentional word choice.

Research from neuroscientist Paul Zak found that stories that elicit empathy and distress are the most effective at "transporting" people and driving them to take action. In other words, the more you can get prospects to feel something – especially a desire to help or be helped – the more likely they are to buy.

So as you‘re crafting your sales messages, focus on the emotional journey you want to take prospects on. What do you want them to feel at each stage of the conversation? How can you use language to create those specific emotions?

A Worthwhile Investment

I know what you‘re thinking. "This all sounds great, but I don‘t have time to agonize over every word choice. I‘ve got quotas to meet and deals to close!"

I get it. Salespeople are busy, and there are a million things competing for your attention. But I‘d argue that mastering persuasive language is one of the highest-ROI skills you can develop.

Research from Gong.io found that there is a direct correlation between the number of engaging questions a salesperson asks and their likelihood of closing a deal. In fact, top-performing reps ask 23% more engaging questions than their peers.

What makes a question engaging? You guessed it – using persuasive words and phrases that spark emotion and encourage prospects to open up. When you know how to strategically use words like "you," "discover," and "proven," you‘ll naturally have more productive sales conversations.

Plus, once you get in the habit of using these magic words, it won‘t take any extra time. They‘ll simply become a natural part of your sales vocabulary. And the results will speak for themselves.

So start small. Pick one or two power words to focus on this week. Look for opportunities to authentically weave them into your calls and emails. Pay attention to how prospects respond differently.

Keep practicing and expanding your persuasive repertoire until it becomes second nature. It may feel a little awkward or forced at first, but I promise it will get easier with time.

The Big Picture

As important as tactical word choice is, it‘s just one piece of a much bigger persuasion puzzle. The most influential salespeople understand that true influence comes from a combination of what you say and how you make people feel.

It‘s about deeply understanding your prospects‘ needs, challenges and goals. It‘s about actively listening more than you speak. It‘s about demonstrating genuine empathy and building trust through every interaction.

Yes, using proven power words can give you an edge. But without a solid foundation of integrity, emotional intelligence and customer-centricity, even the most persuasive language will fall flat.

So don‘t just focus on memorizing magic words. Focus on becoming a sales professional who truly cares about your prospects and goes above and beyond to help them succeed. Focus on honing your active listening skills and ability to pick up on subtle subtext. Focus on continuously educating yourself so you can be a trusted expert and advisor.

When you combine a service mindset with a strategic approach to persuasive language, that‘s when the real magic happens. That‘s when you‘ll be able to not only hit your quotas, but build lasting, mutually beneficial relationships with loyal customers who rave about you to their networks.

So get out there and start sprinkling some magic words into your sales process. But more importantly, never lose sight of the big picture. Because at the end of the day, the most powerful word in sales isn‘t "you," "proven" or "guarantee."

It‘s "trust." And that‘s something you have to earn with every single interaction, every single day. Words can open the door, but only your actions can invite prospects to step through it.