Don’t use Cheap Language – Setting Expectations

Be careful about the messages you send and the expectations you set.

• People don’t get mad about what they get, they get mad about the difference between what they get and what they expected to get  
• When you say things like “pop in the back” or “CBC/Chem”, that verbiage decreases the value of what you’re doing  
• Instead, use words like thorough, comprehensive, diagnostic evaluation so that the owner’s expectations are more on par with what they’re going to get 

Discussion:

What are examples of “cheap language” that you have heard or used?

What phrases do you like to use to communicate the value of your services?