In sales, the words you use can make or break a deal. However, it’s not just about what you say — it’s also about when you say it. Timing your language effectively can make prospects feel better about their decisions and help you close more deals. A recent article in Harvard Business Review summed up research that showed how language can alter effectiveness on sales and customer service calls. Let's dive into the significance of language timing and how mastering this skill can elevate your success.

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The Importance of Language Timing

It’s a common sales strategy to ask clients a lot of questions early in the conversation. This helps salespeople get a better understanding of their prospect’s problems and needs. But beyond this initial probing, there are other linguistic strategies that, when timed correctly, can significantly impact the outcome of your interactions.

To explore the impact of language timing, a study was conducted by researchers at top universities in the U.S., Canada, and China that analyzed tens of thousands of conversations with responses from over a thousand individual participants. The findings were clear: when language is used significantly shapes customer satisfaction and purchasing decisions.

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Warm vs. Competent Language

Consider the difference between warm and competent language. An initial greeting like “How are you today?” is warm, whereas “How can I help you?” is more competence-focused. Similarly, closing statements like “It was my pleasure. Take care now” exude warmth, while “I’m glad I could solve that for you. Bye now.” emphasize competence.

The difference between warmth and competence is a balancing act. Warmth can make someone appear less competent, and competence can make someone appear less warm. The key is to weave both these elements at the right time in customer conversations.

Traditionally, being seen as competent has been prioritized in sales and service interactions, often at the expense of warmth. However, the study findings suggest that integrating warmth at strategic moments—such as the beginning and end of a conversation—can enhance customer satisfaction without undermining perceived competence.

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Real-World Applications

The research analyzed over 20,000 conversational moments from customer service interactions at a fashion retailer and an airline. Warm language included words like “hope,” “feel,” and “care,” while competent language used words like “solve,” “find,” and “explain.” The analysis revealed that customers were more satisfied and spent more when reps used warm language at the start and end of conversations, with competent language being most effective when used in the middle of conversations. 

Interestingly, reps often used more competent language at the beginning and increased their use of warm language at the end — but not enough to boost satisfaction. The findings suggest that using warm and competent language at the right times could improve customer satisfaction by up to 1.5 points on a seven-point scale and increase purchases in the following 30 days.

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Training Salespeople on Attitudes, Not Scripts

Changing how people use language isn’t as simple as giving them a script. This has been a tried and true way in the past to get untrained salespeople to produce results. But in today’s age, customers can tell when what they’re being told is coming from a standard script, and are more likely to positively engage if they feel like they are talking to a real person, who is both pleasant to talk to and exudes confidence in the ability to solve their problems. 

Instead, it’s more effective to train salespeople on the broader behaviors or attitudes conveyed by specific words. Encourage them to engage personally with customers at the start of a conversation before addressing the business issue. Similarly, at the end, they should reconnect with customers to ensure they’re satisfied and all their questions have been addressed.

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Conclusion

Understanding the power of language and timing in sales can transform your customer interactions. By strategically using warm and competent language at different stages of a conversation, you can enhance customer satisfaction and drive better sales outcomes. Instead of rigid scripts, focus on adopting the right attitudes, and engaging personally with customers before and after addressing their needs. This balanced approach can significantly improve your sales performance and customer relationships.