Customer Service Training TIps

Replace ‘if’ with ‘when’

Which of these two statements do you think sells more? A) If you drive this car you don’t have to worry about safety. Or B) When you drive this car you don’t have to worry about safety. By simply replacing the word ‘if’ with ‘when’, statement B is more convincing. Using ‘if’ raises the issue about whether or not the person will buy. By using, ‘when’, we have the customer visualizing themselves having already made the purchase and experience the benefits. Big difference for replacing a small word.

 Jeff Mowatt is a customer service strategist, award-winning speaker, and bestselling author.   For more tips, training tools or to inquire about engaging Jeff for your team visit


Like to forward or reprint this tip?

We have some options to make this easier for you. Click here for a printer-friendly  CDrom with all Jeff’s tips.  Click here for  Jeff’s book with 101 top tips.  If you’d like to cut and paste any of our tips or articles from our website, you are welcome to do so  providing  you include the bio and contact information after each tip or article.   Please also email a link to any tips or articles that you post on-line to [email protected].

Copyright © JC Mowatt Seminars Inc.   All rights reserved.

Like to forward or reprint this tip?

Click here for Jeff’s Latest Tip
and to Subscribe for FREE updates


Register today for our 30 – second Trusted Advisor tips and receive as a bonus 15 Phrases that Pay for dealing with stressed and rushed customers.