It pays to remember that two of the most pleasing words in the English language are “you” and “yours.” Research shows that use of these two words during presentations will perk the audience’s ears and make them feel like recipients of personal appeals.
The words tend to be missing during sales demonstrations, since many presenters try to appeal to as broad an audience as possible by using impersonal, cookie-cutter language. But when the speaker or facilitator says you, yours or even the customer’s name, they involve the audience as if its participating in the demo.
Instead of saying, “here are the benefits of the product,” try, “here is how you benefit.” Rather than saying, “here’s how it can boost a bottom line,” get in the habit of using, “here’s how it will boost your company’s bottom line.
It’s a subtle but important change that can have a significant cumulative effect.
