Which of these two statements do you think sells more? A) If you drive this car you don't have to worry about safety. Or B) When you drive this car you don't have to worry about safety. By simply replacing the word 'if' with 'when', statement B is more convincing. Using 'if' raises the issue about whether or not the person will buy. By using, 'when', we have the customer visualizing themselves having already made the purchase and experience the benefits. Big difference for replacing a small word.
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Jeff Mowatt, B.Comm., CSP is a professional speaker and best-selling author who works with organizations who want to strengthen customer loyalty, increase spending per customer, and recharge customer service teamwork. To inquire about engaging Jeff for your team, email us at info@jeffmowatt.com or call toll free 1-800-JMowatt (566-9288). Web: www.JeffMowatt.com
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