The Most Powerful Tool For Influencing Customers (And Everyone Else)

You could have a great product, great service and even a great reputation, but if you want to really influence and persuade your customers and employees, Phil Jones, author of the updated Exactly What to Say, knows it’s in the words you use.

Jones originally titled the book Magic Words but eventually changed it to more accurately represent the contents. After all, what are magic words? Are they mystical incantations or chants that magically make things happen? No, they are the right words, at the right time, that get people (customers, employees—anyone, really) to take action. It can be related to a sales situation, a customer service issue or a new project you want your employees to work on.

Jones’ theory is simple: Know exactly what to say. Use the right words if you want the best results. As he puts it, “The worst time to think about the thing you are going to say is in the moment you are saying it.” What follows are five of my favorite phrases—as in magic words—straight from the book.

1. Just imagine … According to Jones, every decision a human makes is made at least twice. The first decision is hypothetical, and the final decision is made based on reality. If you can’t see yourself doing something, the chances are almost nil you will do it. One of the best ways to persuade someone to do something is to get them to imagine themselves successfully doing it. An example of exactly what to say: “Just imagine the impact this could have on your company if you implemented this idea.”

2. You have three options … When someone is struggling to make a decision, these simple words can help “narrow their gaze,” making it easier for them to choose. The three options are based on your preferred outcomes. You could make one or two of the options painful, implying if they chose one of those, they would have a negative outcome. An example of exactly what to say: Once you lay out the options, you follow up with, “Of those three, what’s going to make the most sense for you?” You can substitute the words “to make the most sense” for words like easier, best, more convenient and more.

3. The good news is … This is about turning a negative into a positive. Just stating those words will help them start to see good in their decision. It’s human nature to think negatively when making important decisions. This is typically a result of fear. When you start to come up with a good news scenario, you start to push aside negative thinking. An example of exactly what to say: Let’s pretend you’re a software salesperson. When someone is fearful about buying, you might say, “The good news is everyone buying our software had the same concerns you do, so we came up with an onboarding process that will ensure your success.”

4. What makes you say that? … This question gives you the answers you need to overcome an objection in sales. It can also be used to respond to a customer who has a problem or is critical or negative about the situation. Someone might say, “I need more time,” or “I find the product hard to use” or “I have a hard time connecting to your customer support people.” An example of exactly what to say: The next time someone presents an objection or makes a negative comment, just ask, “What makes you say that?” Then shut up and listen!

5. A favor … This is brilliant thinking. The moment you ask someone for a favor, even if for a split second, that someone is going to be open to doing it. Most people want to be helpful, especially if you’re helping them. It’s the law of reciprocity. Although sometimes you have to ask. An example of exactly what to say: In a customer service situation, after successfully helping a customer, you might ask, “Now that we’ve resolved your issue, would you mind doing me a favor? In a few minutes, you will be receiving an email with a short survey that won’t take you more than a minute. Would you please share your honest feedback?”

It was hard to choose just five favorite phrases. Out of the 23 phrases, I see myself using … almost all of them! They are so natural to say, and while it seems like something I would say all the time, I know I don’t—and I bet you don’t either. So study these phrases, and the next time you find yourself trying to persuade and influence others, you’ll know exactly what to say.