We’ve seen how business strap lines can become part of mainstream culture.
How about words?
Hoover, Xerox and Google all went from brand names to generic English terms.
Can we give our brands a similar boost?
These terms have helped cement his place as a global thought leader.
Should we, as businesspeople, do likewise?
I’ve been trying to get liferal in the dictionary for years.
It wasn’t doing much, until it featured on national radio this month.
The ABC kindly agreed to add an Empire link and suddenly I’m getting more traffic from here than anywhere else.
Having the nation’s broadcaster pointing at my site should boost its search engine ranking.
Will this translate into business? Probably not immediately or directly.
But it should add to my long term momentum.
Our Mike Boyle is also on a word quest.
As a sales specialist, he’s been trying to find (or create) the perfect word to encapsulate the quality of a great salesperson.
Here’s what Mike says about his term, swagger:
Sales people aren’t born; they’re trained. High performance sales comes from developing through four stages:
- Build a sales PROCESS.
- Conduct ACTIVITY around that process.
- From your wins and good losses build SWAGGER.
- Through refinement create sales EFFECTIVENESS and efficiency.
Of these, swagger is the key enabler of rock-star sales people.
We’ve racked our brains to find a different word, because swagger doesn’t quite cut it.
Poor sales people are arrogant and pushy. Great sales people have a certain rare vibe/force/thing about them that makes them stand out. A calm urgency, coolness with persuasion, confidence with empathy and directness with rapport.
These behaviours, seemingly at odds, perfectly describe swagger. The trouble is, swagger can also mean pompous.
So I’ve also toyed with sales essence, but it’s still not right.
If your readers have a better word, I’d love to hear it!
Say the Word
The best I can come up with is elan (energy, style and enthusiasm).
Mike doesn’t think this beats swagger. He’s still searching.
If he succeeds, the world will know him as the bloke who invented the magic word.
Can you suggest a better term than swagger, sales essence or elan?
Failing that, do you have a special word you’d like to promote?
If not, what’s your favourite made-up (or appropriated) word and who owns it?
What good has it done them?
This forum is open,
Paul Hassing, Founder & Senior Writer, The Feisty Empire