A key part of any strategy used to sell a business is
the language said a strategy employs; after all the language tells people what
your business is all about. How can you use language to sell your business?
The word’s you use to sell your business can make or
break the sale. The right word or turn of phrase in the right place can hook a
buyer in. Consequently the wrong word or turn of phrase in the wrong place can
convince your buyer that your business is not one they want to purchase.
So what are the language rules you need to follow when
crafting a sales pitch to advertise your business to potential buyers? Firstly,
be positive; use positive words that highlight your business’ strength and
potential for growth. Nobody wants to purchase a business that can’t even get
enthused about its own benefits.
Secondly, don’t grandstand. It can seem tempting to write
masses on masses to point out every benefit your business can bring. It’s over
compensation. Stick to the facts and the arguments, keep paragraphs short,
sweet and to the point.
Also use your language to promote your unique selling
point. Your unique selling point is the reason why a buyer will turn to your
business over your competitors. Devote the language you use to emphasising said
selling point and divert language away from the trivial
details that detract from this lynchpin of your sales pitch.
It’s also important to make sure that the structure of
the language you use flows. An argument is effective because the paragraph
builds on the point that was made in the paragraph before. Persuasive language
works because it’s acts in tandem; don’t suddenly go off topic, it’ll confuse
the reader.
Finally, get the specifics right. Whilst persuasive
language accentuates a sales pitch, it’s the facts and industry specific
language that really sell your business. If you make a mistake in this pivotal
area, it casts doubt on your expert knowledge of your particular field. This
reflects badly on your business; after all if you get things wrong about the
industry in question then logically the business you run will as well.
At RTA Business we understand that crafting a sales
pitch to sell your business is a balancing act. This is why it matters what
words you use and how you use them; it really can make all the difference.
