By Tibor Shanto
Whether we like it or not, sales is a game of semantics. The words you choose make a difference. You want to make sure that you facilitate communication, and fully drive the Discovery process. It also has a strong impact as to the level of engagement by your buyer, the more engaged and the more they communicate the entire picture, the greater the likelihood that you will uncover crucial information you need to convey and deliver value; as importantly, the more difference they will perceive in you vs. other sellers they are speaking with. So when I was asked what is the number one word in sales, I knew that it was…..