As we're giving a presentation to a qualified prospect, we create word pictures which will trigger pleasant emotions.  When the emotions become strong enough, we move forward with the sale. If I were to say the words ICE CREAM, you may think about a happy memory of you and your family at the beach. That's a pretty strong emotion, and if I were selling ice cream, I would capitalize on it.

Knowing that words create emotion, we also have to realize that there are words which create negative emotions, which hinder the sales process.  Since we can't see into the future, and we don't know which words are going to create a negative atmosphere with our clients, we have to tread carefully with our wording.

Contract
The first word that gets thrown around a lot is "contract."  What mental image pops into your head when you read that word?  Your car?  Your house?  It's generally something that you're locked into for an extended period of time, which is normally difficult to get out of.  No one wants to be tied into something, so I would recommend using the word paperwork.  Does that word seem threatening in any way?  Probably not, unless you're falling behind.  Want to close more sales?  Change out contract for paperwork, and watch your closing  percentage climb.

Cost and Price
What do you see when you read these words?  I see my wallet opening, and the money exchanging hands, never to come back.  Instead of cost or price, use the word amount.  It is far less threatening for consumers, and doesn't provoke a knee-jerk objection.

Down Payment
For any larger jobs, you're going to require some money up front before you can call in labor, material, etc.  Most of your clients are going to see a large deposit, followed by smaller payments until the balance is cleared.  Every month they're going to receive a statement, and will have to either write a check, or make a authorize their credit card.  Not very positive.  Replace down payment with initial investment, and monthly payment with monthly amount.

Sell
I strongly recommend you erase 'sell' and 'sold' from your vocabulary.  As you're talking with a client, and they start asking about your services, you'll be tempted to tell them how many people you've sold to last month.  Or maybe you'll brag about the number of people you sold to on the same street.  What are your clients thinking?  No one likes being sold anything.  It feels like the previous customers had no control over what was happening.  Instead of sold or sell, use the phrases helped them acquire or got them involved.

Deal
I've talked about this word before, and it's worth mentioning again.  Deal.  What does it make you think of?  Perhaps a used car salesman pushing a lemon on you?  You never want to offer deals to your client.  Instead, offer them opportunities or get them involved.

Sign
I saved my favorite one for last.  This one alone helped me to close more sales than any other.  Your parents have all told you not to sign anything without reading the fine print.  If you trigger your client's memory of that, they have more ammunition to stall the sales process.  From now on, ask your clients to approve or authorize your paperwork.