Quick Tip: One Small Word Can Change Your Sales Success

Using the word “we” instead of the word “you” in your marketing and sales messaging can create a greater impact in key responses, according to a new simulation-based study. In prospecting emails as you look for ways to improve your ‘personification approach’ in marketing demand generation campaigns and sales tools or conversations, replacing the word “you” with the word “we” increased respondents feeling personally responsible for solving the problem and, it made them feel strongly that they need to take action to resolve that problem.

Most businesses, use “we-phrasing” today, either to promote their own credibility, such as “we did this, and we do that.” Or, they do it to promote collaboration and partnership, such as – ‘we work with companies to do this or do that’.

The concept of we-phrasing as a replacement for you-phrasing, while slightly obscure, has been around for decades in the academic realms of social psychology and behavioural economics. The premise is that we-phrasing does a better job of unconsciously grabbing attention and transferring ownership to your listener. Getting your would-be buyer to personally “try on” the concepts you are sharing – both the problem and the solution.

Given the increasing complexities with creating pipelines and closing deals, marketers and salespeople should be always looking as small tweaks that can produce great results.

Winning is often finding a small edge or incremental advantage.

Based on this research, it appears one improvement you can confidently and easily make today is to replace all of your you-phrasing with we-phrasing.