Most companies train their sales reps to acknowledge objections before responding to them. But inexperienced reps sometimes hurt themselves by repeating -- and thus reinforcing -- the objection. "I understand," they say. "Taking our drug three times a day can be inconvenient." This only plants the objection deeper in the customer's mind.
Instead, train them to affirm the customer's concern, but not the objection. For example, "I agree, Doctor. You want it to be easy for patients to comply with your recommendation. Dose frequency is part of that. And so is tolerability, which is where our product stands out..."
Using "if" here reminds the reader that they're still on the fence, still wondering if your product deserves consideration.
Give yourself a boost and use "when" instead. It conveys the subtle confidence that your reader will appreciate your reasoning and become a customer.
On the other hand, by all means use "if" when describing an undesirable outcome. In fact, push it even farther into the realm of improbability by writing, "If in the unlikely event that you need service...."
Lively Writing, on Time and on Target
When you message needs to engage and persuade, be sure to approach it from the Write Angle. Udi Shorr writes marketing and sales-training presentations for live audiences, video, print, and the Web. You benefit from years of marketing experience with Fortune 500 clients.