I was seeking some dental treatment the other day and the dentist said, as she completed my examination, “I’ll give you a quote.”
“Forget it”, I seethed through the various bits and pieces stuffed in my mouth.
“Forget what?” she asked anxiously thinking that the considerable amount she wanted me to spend was evaporating.
“That word ‘quote’ never, ever use it.”
“Why,” she asked.
“Because it invites me to get another quote. It’s in our psyche to get another quote when a business gives us a quote. Generally we get three and choose the middle one,” I replied.
“Never use the word ‘quote’. In your case you should call it a “Treatment Plan” and have a nice little paragraph or two explaining what you found and what you are going to do by way of treatment”, I explained. ‘It’ll work a treat and you’ll get many more take ups of what you are offering.”
Whatever business you are in ban that word and instead have ‘Action Plans’ or ‘Solution Outlines’ or whatever. It’ll work gangbusters for you.
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