7. What phrases, exact language, and vernacular do they use? As previously mentioned, Robert Collier has this fantastic quote: ‘Enter the conversation already taking place in the customer’s mind’. You see, there is already language and niche-specific terms being used in your customer’s mind for their hopes, dreams, pain, fears, and desires. Your job is to listen and write them down. What industry terminology are they using, what specific vernacular and niche-specific terms?
