2/18/2009
Silly Sales Wordplay – Invest versus Spend
Image via WikipediaHave you ever run into a sales person who insists on using the word invest rather than spend?
“You’re not spending on a direct mail campaign, you’re investing in market development.”
“You’re not spending on new packaging materials, you’re investing in a better looking brand.”
That kind of verbal gamesmanship drives me up a wall. Do people think they can pull the wool over a customer’s eyes so easily? I’ve been around purchasing people, executives, and business owners my entire working life, and I’ve never met one who would be influenced to buy something because the seller said invest instead of spend. On the other hand, I can think of quite a few who would decide not to buy something for that reason.
For small and medium size businesses in particular, whenever cash goes out the door, it’s either payroll, charitable donations, or spending.
Sales people who insist on framing their product or service as an investment do so because they want the customer to perceive it as something that adds value, not merely as an overhead expense. Well, wordplay is a pretty feeble way to drive home that point. If the customer doesn’t see a return, it’s up to the sales person to explain it – with facts, case studies, testimonials, demonstrations, or whatever it takes. But there’s no getting around the fact that if the customer buys into the ROI, he is going to spend to realize it.
One further point. Any person with purchasing authority in any business understands that any expenditure on the business is an investment in the business. When I was in packaging, customers frequently suggested that my corrugated boxes were an overhead expense. They knew better. They knew their products couldn’t be shipped without them. They knew they would lose every customer they had without corrugated boxes. Taking that position – i.e., characterizing a seller’s product or service as a commodity – is usually just a tactic for driving down the price. And again, merely insisting your product is an investment won’t close or salvage many deals.
Bottom line – talk turkey. Euphemistic language and verbal wordplay only detract from business communication.
Can you think of other examples of silly sales wordplay?
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17 Responses to Silly Sales Wordplay – Invest versus Spend
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Thank you, Brad! I’ve had thoughts along these lines for years, but you put it to word … er, print. This, along with many of the “old school” hard selling methods should be banished. Let’s make the selling world a more modern profession.
Larry Hendricks last blog post.."Coz every girl crazy bout a sharp dressed car”
Hi Larry, You’re right. We need to stop trying to manipulate and just lay it out in plain English. Things seem to be going in that direction, which I hope is a trend and not a fad.
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Brad, interesting point! I find this especially true of sales people in certain fields. I worked in Healthcare and can’t recall ever calling it an investment. We talked cost, value, etc but never investment. Hmm, I’ll have to think of some others and come back. Great thought to ponder.
Karen Swims last blog post..Sequins, Shimmies and Sasha
Brad,
I would imagine that this kind of thing must become frustrating for purchasing managers, who would have little time or patience these types of tricks.
That said, this is not to downplay the importance of diligence in the choice of words during the sales process, or indeed in any form of communication, or the extent to which word selection has an emotional impact upon message recipients.
For example, the words ‘problem’ and ‘challenge’ might both constitute valid descriptions of the same phenonomen. Yet one often has a negative connotation attached to it, whereas the other paints a significantly more uplifting picture.
So, I could imagine why a substantial degree of importance is attached to the careful selection of specific wording, not only during the course of a sales pitch, but in the course of any form of communication.
That said, the repetitive use of tired euphemistic expressions such as the one you mentioned do not really do anything for me personally, and I doubt they would leave a great impression upon purchasing managers who are exposed to these kind of tricks on a consistent basis.
Andrews last blog post..Three special bloggers
Apologies for spelling error in the word ‘phenomenon’ above.
Next time I will use my spell checker before comment submission!
Andrews last blog post..Three special bloggers
Hi Andrew, as a less than phenomenal speller, I forgive you! Sometimes there is indeed a fine line between sensible word selection and euphemism. Your example of challenge/problem often falls in the former category, I agree. But even there, we can’t wish problems away by calling them something else.
Hi Karen, I suppose different sectors have their own lingo and euphemisms. Ones I used to run into a lot were “restructuring” for “terminations”, or “downsizing” for “terminations”.
Brad Shorrs last blog post..Silly Sales Wordplay – Invest versus Spend
Great point, Brad. There seems to be this emtotional hustle that is also permeating the advertising space. The guy at the sandwhich shop that orders a delivery from their competition, the sales girl who buys her lamp from Lowe’s instead of her own boutique and tells her boss it’s for her hubby the logger. We’re all supposed to be in on the joke – but it’s insulting and has made misrepresentation a norm. But whose norm? Not mine.
Hi Lennie, Advertising has gone so far down the roads of shock and silly, I’m not sure anyone expects a straightforward, sincere pitch anymore. Sad commentary!
Brad Shorrs last blog post..Premio Dardos Awards
Brad,
Interesting topic. Can’t say that I’ve struggled with invest vs. spend – but I do twitch a bit over save vs. spend!
Seems that many who sell and/or market for a living would have us believe the act of spending somewhat less for a product purchased from them is pretty much the same as putting something aside for a rainy day. Just doesn’t work that way. Spending is spending and saving is saving, period. There is certainly a relationship between the terms but handing cash to a seller is quite different from keeping it in your pocket.
Bill
Bill is exactly right.
Any action which involves money going out of your pocket is spending – full stop. End of story. (Except for genuine investment like purchase of shares or something)
‘Spend less,’ may be an appropriate way to describe sales or special discounts, but ‘save’ is not an appropriate term where money flows out of your pocket.
Andrews last blog post..Thoughts for a nation in shock
Bill, I’m with you and Andrew – spend is spend, save is save. I never really thought about that distinction though, so thanks for bringing it up.
Brad Shorrs last blog post..Premio Dardos Awards
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Communication is two way process between two or more people.The term communication covers just about any interaction with another person.Its sharing information,ideas & feelings another person.
Apologies for spelling error in the word ‘phenomenon’ above.
Next time I will use my spell checker before comment submission.
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mario
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