It’s a phrase that I often hear sales people utter to their customer… I think it’s meant to help alleviate any concerns that the customer may have…

those soothing two words… don’t worry… will always do the job!

However, unfortunately if you utter the word “don’t worry” you may have committed the biggest faux pas of the sales campaign. Let me explain by using some examples…

Take The Test

First, I want you to be comfortable… sit back and relax a little and while relaxing, whatever you do, don’t think of an elephant… in fact don’t think of a grey elephant with a yellow monkey on its back… clear it from your mind!

Many people can’t resist thinking of the grey elephant with the yellow monkey on its back.

Things You May Have Said

Perhaps you have helped a friend at the top of a ladder who is a little shaky by uttering the immortal words… “don’t look down”… and what did they do?

…or the boy who was running along the wall who you tried to help by shouting… “don’t fall off”… and what did he do?

…or your partner who you wanted to go to the bank and tried to help them remember by telling them “don’t forget to go to the bank today”… as you rushed out of the door in the morning only to come home in the evening to find out?

This Is What You Told Them

Your friend up the ladder… you told them to look down.

The boy on the wall… you told him to fall off.

Your partner… you told them to forget to go to the bank.

And your customer… you told them they need to worry.

This is What You Should Have Said

Say what you want, not what you don’t want…

Your friend up the ladder… “Keep looking up.”

The boy on the wall… “Be careful.”

Your partner… “Remember to go to the bank.”

And your customer… “We have everything under control.”

So, now you know a little about the word ‘don’t’… how about the word ‘why’ ?… but I’ll leave that for another day.

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