Weasel Words – know when and when not to use them
I heard a lovely phrase the other day that got me thinking about language in selling and coaching. The phrase is weasel words and they’re used to describe words that are a bit wimpy or weasel’ly which serve little or no purpose, inspire no confidence or have no backbone or credence. I guess like a weasel!
Words such as obviously, perhaps, maybe, absolutely, might, possibly, hopefully. The list goes on. Our language can be full of these weasel words and we need to know the impact they’re having on our customers.
And maybe we’re thinking that their impact is not so good.
I took a cold call recently during a hectic day She was from Pitney Bowes. Lovely voice, pace and manner to start with and after introducing herself the first thing she asked was “have you heard of Pitney Bowes?”
Of course I had – they’re a brand leader in franking machines. I touched one of these working in a building society when I was 16.
And we got talking. She was very un-pushy almost reticent to commit me to action but genuinely probed to find out what problems I had in using the post and stamps with my current supplier.
We agreed that my current level of usage wasn’t enough to make any major cost savings using a franking machine and she decided to keep in touch for when my stamp usage increased.
I came off the phone really liking her and Pitney Bowes and thinking that a franking machine might be a good idea later in the year. She succeeded because she used words such as “we might be able to help you save some money if I can ask some questions”, rather than “we sure can save you money.”
This made her less pushy and pressurising.
So you see weasel words do have their place – when we want to be less pushy or salesey, they can be used to good effect. For example:
“We might be able to bring your costs down here, maybe I can find out if I’m OK to ask some questions”
Rather than
“Yes I’m confident we can drive your costs down but first can I ask some questions”
So weasel words – use them for a purpose in mind, maybe to be less forceful or pushy, to encourage your customer or coachee to open up just like my friend from Pitney Bowes. But beware if your sentences are full of them as they will inspire little confidence in you or your service, you’ll just sound weasel’ly.
You are absolutely right. In the right context, they can work, but generally, you should avoid weasel words, particularly when writing proposal responses.
I see weasel words used constantly in proposals. I think it’s because the proposal writer wanted to be a little slippery and not commit or didn’t know the details they should have written in answering the question, so they include a lot of fluff and corporate sales material, softened by weasel words.
They give the impression of a lack of commitment or if the evaluator is charitable, a lack of certainty and knowledge. Either way, you may end up losing the bid because of it.
I cover it in my blog and my upcoming book, “Win More Business…Write Better Proposals”
Michel Theriault
http://www.howtowinmorebusiness.com
Thank you Michel, do you use the phrase weasel words in your book?
Yes, I use the phrase in the book, with a warning not to use them when writing proposals.
Here’s what I say about commitment:
“Weasel words are easy to spot by the evaluators and will give them the message that may not really do what you say you’re going to do. ”
Here is what I say about credibility:
“If you use weasel words and loose language that either qualifies the statement or suggests ambiguity about your accomplishments, experience, approach or commitment to what you’re proposing, your statement loses credibility.”
Michel.
http://www.howtowinmorebusiness.com
http://www.woodstonepress.com
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