5 million Dollar Hospitality Words
By Daniel Zolinski | August 5, 2024
Sales success isn’t just about your offer or “pitching ability.” Ultimately, people buy because they believe you have the solution to their problem, but having a solution isn’t enough. Your guests, customers, and prospects must perceive your offer as the best solution available. Here are the top five words I’ve used to generate thousands online for all my clients that you can apply in the hospitality industry as well.
“Why”
Asking people why they want something helps you understand their motivations and desires. It gives you insight into their psyche so you can position your offer as the way to get them where they want to go. I use “why” questions like:
- “Why is accomplishing [goal] so important to you right now?”
- “Why do you feel you haven’t been able to achieve [outcome] yet?”
- “Why is now the right time to invest in solving this challenge?”
Never pitch before you know why the prospect wanted to talk with you.
“You”
Amateur salespeople talk about themselves, their company, product, features, and so on. Master closers talk about the prospect, their pain points, desires, and goals. They use the word “you” consistently:
- “You have a clear vision for growing your business to $1 million this year.”
- “You mentioned your biggest challenge is increasing lead flow.”
If the “I”s outweigh the “you”s, you’re making it about yourself. Fix that, and watch how much easier selling becomes.
“Imagine”
The word “imagine” opens up the prospect’s mind to future possibilities. It lets you paint a picture of what their life could look like after they use your solution.
- “Imagine your business running on autopilot as you relax on the beach without a care in the world.”
- “Imagine never having to worry about where your next customer, guest, client, or sale is coming from. What would that do for your stress levels and quality of life?”
Use “imagine” to help prospects see the potential reward. It’s key to getting them to act.
“What if”
“What if” is the counterpart to “imagine.” While “imagine” paints the positive picture, “what if” gets the prospect to consider the cost of not acting. For example:
- “What if you wake up a year from now and your business is in the exact same place, or worse? How will that feel?”
- “What if a competitor beats you to this market and it becomes 10 times harder to gain a foothold? Can you afford to let that opportunity slip away?”
When you ask, “what if,” you create an “away” motivation. You associate pain with not buying.
“Easy”
Confusion is the enemy of sales. The clearer and simpler you make the process seem, the better. Nobody wants to buy something that seems complicated, but everyone wants a quick fix. You can use “easy” in phrases like:
- “From here, the process is easy. You’ll just need to fill out a short survey, and my team will get you onboarded.”
- “Getting started is easy. Most of my clients are up and running within 48 hours and see results soon after.”
Even if your process has some complexity behind the scenes, make it as easy as possible for the prospect to act and get results.
These are five simple words you can use to scale your hospitality career and business and watch your sales soar!
