Do you sell items or do you sell targeted branded merchandise?
Do you sell golf shirts or do you sell decorated apparel?
Do you sell pens or do you sell personalized writing instruments?
Do you sell bags or do you sell executive briefcases and backpacks?
Do you sell cups or do you sell custom glassware?
Do you sell golf balls, tees and shoe bags or do you sell functional golf accessories?
The words we use – and how we express them – shape the perceptions of our audience. In fact, clients will often mirror words and actions to the point where it will cause them to place the same value on a particular piece of merchandise as the salesperson. In other words, when a salesperson denigrates his/her product offering, the client will lower the perceived value too.
By choosing terms that create the perception of sophistication, value, and elegance, we elevate the perceived value of promotional marketing.
So, let me ask again, do you sell items or do you sell targeted branded merchandise?