Language influences us each and every single day.  The words we use and see can do a lot of things, but in business, we use it to persuade and sell our products and services. And while the average car shopper is visiting more online sites than ever before to research their next vehicle, the way you communicate with them grows in importance.

Last week, I was invited to present on this very topic at the Driving Sales Executive Summit. CDK Global was chosen to speak at this event after winning the Driving Sales Insight of Year Award for research we call the Language of Closers. 

Our data scientists designed a study to compare high-close dealerships to low-close dealerships to see if there were consistent words that aligned with each.

Positive Words and Phrases that Stand Out

• Provide: “to provide you”, “we will provide you with the best prices”, “provide you with accurate information”
• Quote: “I have quoted you the exact vehicle you have specified”
• Test Drive: Very high positive (12:1) “When can you come in for a test drive?”
• Confirm: High positive for second response “I want to confirm that this is the best email to send information to”
• Benefits: High positive for second response “As a customer you will receive benefits like free car washes”

Negative Words and Phrases that Stand Out

• Give Me: “Give me a call”, “Give me a return email”, “Give me a call when you are free”
• Bodystyle: Connotes jargon and associated with low close rates
• Just received your request: High negative for second responses. “I just received your response”
• Enjoyable: High negative for second responses. “Let us know if we can make this process more enjoyable”

Open-ended phrases predict low conversion. Why? Because you’re leaving it up to the customer to decide what to do next. Instead, they need to be guided through the process. Give them a simple next-step that they can quickly fulfill.

Knowing this, crack open the top 5 emails that are sent by volume. Comb through them and get rid of negative words and phrases and replace them with the language of closers.

Want to learn more about the Language of Closers research? Visit our website to see how you can leverage the research to help close more leads.

Missed my Driving Sales presentation? Stay tuned for the recording and podcast!