12 Ridiculously Persuasive Words Every Salesperson Should Use

As a sales professional, your most valuable tool is your words. How you communicate your offering‘s value, build trust and rapport, and motivate prospects to action determines your success. While there‘s no magical "right" script, research shows certain words are inherently more persuasive.

Subtle changes in word choice can have a huge impact. One famous study by psychologists Elizabeth Loftus and John Palmer found that using the word "smashed" vs. "bumped" when asking people about a car accident led them to drive slower when leaving the study. The stakes are even higher in sales, where the right words can make the difference between closing the deal or losing out to a competitor.

In this post, we‘ll dive deep into the 12 most persuasive words for salespeople, complete with the psychological principles that make them so effective, expert insights, and before-and-after examples. Get ready to upgrade your sales vocabulary and dramatically boost your close rates!

1. "You"

Using the word "you" immediately grabs your prospect‘s attention and makes the conversation about them. Rather than getting caught up in a features dump, "you" forces you to position value in terms of their specific needs and situation.

Research by Groove HQ found that simply using "you" in email subject lines can increase open rates by over 20%. That‘s because we‘re all inherently self-focused. Our brains perk up when we hear information framed in terms of ourselves.

Before and After

• Before: "Our software has patented algorithms that streamline data processing."
• After: "You‘ll be able to process data in half the time, so you can focus on more important priorities."

The "after" makes the offering‘s value clear and personal. I‘m not talking about my product – I‘m talking about how that product benefits you.

Pro Tip

Overusing "you" can come off as presumptuous if you don‘t actually understand their needs. Make sure you‘ve done sufficient discovery and active listening first. Then look for opportunities to customize your pitch using "you".

2. "Because"

"Because" is one of the most powerful words in the English language. Multiple studies have shown that simply hearing "because" – even if the reason is bogus – boosts compliance.

The most famous of these was conducted by Dr. Ellen Langer at Harvard. Subjects were asked to allow someone to cut in line for a copy machine. When the requester just said "Excuse me, I have 5 pages. May I use the Xerox machine?", only 60% agreed. But when they added "because I‘m in a rush", compliance shot up to 94% – even though the reason was barely relevant!

Why? "Because" triggers an automatic compliance response. We‘ve been conditioned to see whatever follows "because" as a reason, and reasons justify requests.

Before and After

• Before: "This is the ideal time to buy."
• After: "This is the ideal time to buy because we‘re offering a special year-end discount and inventory is almost gone."

Provided your reason is relevant and compelling to the prospect, "because" can dramatically boost persuasion. Even a mediocre reason is better than no reason.

Pro Tip

When using "because", get specific. Concrete details like numbers, timeframes, statistics, etc. make your reasoning more credible and compelling. The more legitimate your "because", the more persuasive it will be.

3. "Imagine"

Behavioral scientists have found that mental practice alone – simply vividly imagining a desired outcome – can significantly improve real-world performance. Olympians use visualization to mentally rehearse their perfect routine. Asking prospects to "imagine" how their world would improve with your offering leverages this same principle.

Before and After

• Before: "Our coaching program helps leaders communicate more effectively."
• After: "Imagine delivering that critical presentation to the executive team with total confidence, inspiring trust and selling your vision. That‘s the kind of leader you‘ll be after our coaching program."

Helping prospects visualize a better future state in detail moves them emotionally and makes the results feel attainable. Whenever possible, evoke multiple senses and specific emotions – the more visceral the imagined experience, the more motivating.

Pro Tip

Get your prospect imagining with vivid future pacing early on in your conversations. Rather than leading with dry facts about your offering, start by painting an emotionally resonant "after" picture. If you‘ve earned their trust, the details of how you‘ll get them there are less important than that compelling destination.

4. "Easy"

In today‘s world of overwhelming complexity, easy is the ultimate differentiator. A 2020 Gartner survey found that 77% of B2B buyers report their last purchase was "very complex or difficult". In a sea of confusing options, the vendor that convincingly promises ease will win.

Before and After

• Before: "Implementation requires some upfront configuration and data migration."
• After: "We‘ve made getting started easy: simply log in and follow the prompts. Most customers are up and running in under an hour with minimal effort required on your end."

Whenever possible, proactively address prospects‘ concerns about time and effort. Provide specific details about how you streamline setup, integration and ongoing use. The more frictionless your offering seems, the safer the decision to choose you becomes.

Pro Tip

Back up "easy" with social proof like customer success stories and testimonials. Risk aversion is a key reason people stick with the status quo even when it‘s painful. Showing similar companies achieving great results with minimal hassle provides reassuring evidence.

5. "Free"

"Free" is without a doubt one of the most powerful words in a salesperson‘s toolkit. Gregory Ciotti, a marketer who‘s extensively studied the psychology of language, explains that "free" acts as a "no-risk" label, reducing the barriers to trying something new.

But "free" is a double-edged sword. Research shows that the promise of free also reduces perceived value. Think about those "free gift with purchase" offers – if the gift were truly valuable on its own, why would it be free? The low value perception even persists if the free gift is objectively worth more than the purchased item!

Before and After

• Before: "Access to our comprehensive training library is included with your purchase."
• After: "You‘re getting over $5000 worth of expert training resources, yours free when you invest in a license."

Specificity makes "free" more compelling while protecting the perceived value. Translating the true price of your free bonuses into concrete dollar amounts elevates them above cheap trinkets. The word "invest" also primes a value-focused vs. a pure cost-focused mindset.

Pro Tip

Use "free" when reducing risk (free trial, free demo, free setup support) rather than as a core part of your value prop. You want to anchor your offering‘s worth as high as possible. Discounting can cheapen your brand if overused.

6. "Guarantee"

"Guarantee" is one of the most reassuring words in sales. It acts as a risk reversal, giving hesitant prospects the confidence to say yes. Dr. Robert Cialdini, the leading researcher on persuasion psychology, cites "consistency" as one of his core principles – we feel compelled to honor our promises and commitments. A strong guarantee compels you to deliver.

Before and After

• Before: "If you‘re not satisfied, we‘ll work with you to find a solution."
• After: "We guarantee you‘ll achieve a minimum 15% revenue increase within 90 days or we‘ll give you a full refund – no questions asked."

Whenever possible, quantify your guarantee as specifically as possible. The bolder and more concrete your promise, the more persuasive it will be. If you have the results to back it up, a performance guarantee beats a generic satisfaction guarantee any day.

Pro Tip

Use guarantees to overcome specific objections. If prospects often worry about ROI, guarantee an ROI minimum. If they‘re concerned the product will be hard to use, guarantee effortless onboarding or their money back. Proactively removing their doubts is hugely persuasive.

7. "Best"

"Best" is one of the most common and abused words in marketing, but used strategically, it still packs a persuasive punch. The key is to back up your "best" claim with a specific dimension or context. Otherwise, it rings hollow.

Before and After

• Before: "We‘re the best CRM on the market."
• After: "We‘ve been voted best CRM for ease-of-use by Salesforce professionals 4 years running."

Bold specificity is what makes "best" persuasive. Anyone can claim to be the best; few can prove it. Awards, head-to-head comparisons, and other trust marks give your "best" substance.

Pro Tip

In competitive selling situations, look for niche "best" claims where you have an unassailable advantage. Maybe you‘re not the biggest or most feature-rich, but you have the best track record in a certain industry. Compelling "bests" that are hyper-relevant to your buyer cut through the noise.

8. "Now"

Nothing creates urgency and spurs action like "now". Prospects are busy and naturally prone to procrastination. "Now" acts as a powerful catalyst, turning intention into motion.

Before and After

• Before: "Please let me know if you‘d like to move forward."
• After: "If you commit now, we can kick off onboarding next week and have you live before the holiday rush. Should I send over the contract?"

Whenever a buying signal appears, seize the moment! Provide a clear reason for acting now and make the next step easy and obvious. Contrary to popular belief, "Always Be Closing" doesn‘t mean aggressive last-minute pressure; it means proactively removing barriers and adding well-timed nudges throughout the buying process.

Pro Tip

Look for trigger events you can use to naturally inject urgency. End of a month, quarter or year; regulatory or reporting deadlines; competitive moves; etc. When a compelling "now" arises organically from their world, pounce!

9. "Results"

At the end of the day, buyers don‘t invest in products and services – they invest in outcomes. Features tell, but results sell. "Results" focuses the conversation on the metrics and objectives they care about most.

Before and After

• Before: "Our software automates lead scoring and assignment."
• After: "Companies using our software see an average 32% increase in lead-to-opportunity conversion rates."

Whenever possible, lead with results. The most convincing "results" combine numbers and emotions – hard ROI and softer benefits like time savings, peace of mind, competitive advantage, etc.

Pro Tip

During discovery, ask prospects about both their quantitative goals and qualitative aspirations. What numbers do they need to hit and why? What would wild success look like and mean for them personally? Find results that hit both head and heart.

10. "Proven"

In a world of fake news and empty hype, "proven" is incredibly powerful. It assuages skepticism and provides instant credibility. Anytime you can use data, research, testing, and track records to validate your claims, do it!

Before and After

• Before: "Our methodology delivers incredible results."
• After: "Our proven methodology has helped over 500 companies increase revenue by an average of 73%, based on a 10-year longitudinal study published in Harvard Business Review."

The devil is in the details. Generic references to "proof" aren‘t nearly as compelling as specific evidence from credible third-party sources. Weave in persuasive specifics like customer counts, percentages, timeframes, and trusted authorities as much as possible.

Pro Tip

Create a "proof library" filled with customer success stories, metrics, research, and testing data, all categorized by common objectives and personas. Having these persuasive specifics at your fingertips will help you build trust and believability in the moment.

11. "And"

According to research by Dr. Brian Wansink, former director of the Cornell Food and Brand Lab, you can increase perceived value by up to 40% by replacing "or" with "and" in your pricing. For example, "soup and salad" feels like a better deal than "soup or salad" at the same price point.

Before and After

• Before: "That Pro package includes reporting or pipeline forecasting for $200 per month."
• After: "The Pro package includes reporting and pipeline forecasting, all for just $200 per month."

Why does this tiny word swap work? "And" highlights the distinctiveness of each positive attribute. When you say "or" the options blur together, and each one seems less substantial. Using "and" also makes the offer feel more comprehensive and complete.

Pro Tip

This persuasion principle also works for non-monetary costs like time and effort. For example: "In just 20 minutes you‘ll gain a complete competitive snapshot and personalized savings analysis." More value for the same "price" is always a win!

12. "New"

As anyone who‘s seen the frenzy over a new iPhone launch knows, novelty is highly motivating. In fact, a Wharton study found that simply labeling a product "new and improved" spiked sales by over 30% – even with no actual changes to the product!

Before and After

• Before: "We just released an updated version of our flagship software."
• After: "New for 2022: completely re-engineered software, now with 50% faster processing and cutting-edge AI capabilities."

While you should never mislead about new features, do look for legitimate opportunities to highlight innovation. Compelling "new" appeals to our natural desire for better solutions and helps you stand out from stale competitors. Just be sure you can clearly articulate how "new" will benefit your prospect.

Pro Tip

Tie "new" to your prospect‘s goals and priorities. If you know they‘re focused on a certain initiative or challenge, proactively share how your latest features align. "New" for its own sake feels gimmicky; new capabilities that support their objectives are persuasive.

There you have it – the 12 most persuasive words for salespeople, backed by science and applied strategically. But as you‘ve seen, context and delivery matter as much as word choice. Truly elite sellers understand not just what to say, but how and when to say it for maximum impact.

Ultimately, sales is about authentic human connection. Using persuasive words is not about manipulation – it‘s about tapping into real desires, beliefs and motivators to guide prospects to a decision that will genuinely benefit them.

If you commit to continually layering these powerful words into a genuine, consultative sales approach, you‘ll be amazed at the results. From higher response rates to more effective objection handling to dramatically improved close rates, small changes in language can have a massive impact on your income.

Use this as your go-to reference for giving your sales vocabulary a persuasive upgrade. For more research-backed sales tips, download our complete Guide to the Psychology of Selling.