Suppose you are selling a car to a young mother who tells you she is concerned about safety because she has a young "toddler." When explaining the safety features of the car, use her word. Don't use whatever word you call your kids. Don't even say child-protection lock, which was in your sales manual. Tell your prospect, "No toddler can open the window because of the driver's control device." Even call it a toddler-protection lock. When Mom hears toddler coming from your lips, she feels you are "family" because that's how all her relatives refer to her little tyke.
