22 Terrible, Horrible, No Good, Very Bad Sales Phrases That Turn Prospects Off

As a sales professional, your success hinges on your ability to choose your words carefully. How you phrase your emails and conversations has the power to propel deals forward – or stop them dead in their tracks.

Unfortunately, too many reps still rely on stale, self-centered sales speak that damages more than it delivers. A study by Gong.io found sales reps use filler words like "um" and "uh" up to 5 times per minute on calls. Research from Boomerang shows emails between 50-125 words get the best response rates, yet the majority of sales messages exceed that limit.

It gets worse. Corporate Visions reports 1 in 3 B2B buyers believe sales reps are unprepared for their first meeting. Forrester found 65% of sales reps still use generic messaging and fail to provide industry insights in their outreach. No wonder 58% of prospects say sales reps are unable to answer their questions effectively!

All these bad sales behaviors add up to real revenue loss. SiriusDecisions estimates ineffective sales prospecting techniques cost companies $1 trillion per year in wasted marketing budgets and sales productivity.

Modern buyers expect more from sales reps than ever before. They‘re busy, well-informed, and wary of being "sold to." If you want to earn their trust and business in 2024 and beyond, it‘s time to eliminate these terrible sales phrases from your vocabulary once and for all.

Assuming & Condescending Phrases

One of the quickest ways to turn a prospect off is to make assumptions about their business and needs. Even if unintentional, this presumptuous language comes off as arrogant and condescending. Here are some of the worst offenders:

"I thought you might be the right person to connect with."
Why It‘s Bad: You‘re admitting you didn‘t do your research and are taking a shot in the dark. Even a quick LinkedIn search can clarify someone‘s role and responsibilities.

"It‘s really easy to understand."
Why It‘s Bad: This statement implies judgment of the prospect‘s knowledge and capabilities. If they aren‘t immediately grasping your pitch, telling them it should be "easy" will only make them feel stupid and frustrated.

"That‘s not what I meant."
Why It‘s Bad: Getting defensive when a prospect misunderstands your message kills rapport fast. It‘s on you to communicate clearly, not them to read your mind. Take responsibility and clarify your points instead of arguing.

What to Say Instead:

• "Based on your LinkedIn profile, it looks like you oversee [X] at [Company]. Is that correct?"
• "Since [challenge] is a priority for your business, I think it would be valuable to discuss how [Your Solution] can help."
• "I can certainly understand your perspective on this. Let me rephrase to provide more context …"

The Psychology of Condescension

Using condescending language, even by accident, threatens your prospect‘s self-esteem and ego. Psychological research shows when someone feels their status or intelligence is being questioned, it triggers a "fight or flight" response. They either lash out in anger or withdraw from the situation entirely.

As a sales rep, that means even a small slip of the tongue can cause a prospect to get defensive, tune you out, or abruptly end the conversation. To avoid bruising egos, focus on asking questions instead of making assumptions. Lead with genuine curiosity and let the prospect share their expertise.

I learned this lesson the hard way early in my sales career. I was connecting with a senior executive and thought I had thoroughly researched his company‘s initiatives. But when I made an off-hand comment about one of their strategies, he curtly informed me I had no idea what I was talking about. I had assumed I understood more than I actually did – and I paid the price. He ended the call and I never got another chance.

Vague & Unnecessary Filler Phrases

Your prospects‘ time and attention are precious commodities. Every word of your outreach should be carefully chosen to deliver relevant value and move the sale forward. Beware of cluttering up your conversations with these empty filler phrases:

"Just checking in …"
Why It‘s Bad: If you have no reason for following up beyond "checking in," you‘re wasting the prospect‘s time. It‘s a hollow phrase that provides no value and makes you seem unimportant.

"To be honest/Trust me …"
Why It‘s Bad: Prospects expect you to be honest 100% of the time, not just when you feel like calling it out. Saying these phrases can trigger subconscious alarm bells and erode trust.

Excessive "ums," "uhs," and "likes"
Why It‘s Bad: While an occasional filler word is natural, peppering your conversations with too many makes you sound nervous, unprepared, and even deceitful. One study found people who use more filler words are perceived as less trustworthy and knowledgeable.

What to Do Instead:

• Replace "just checking in" with a specific, relevant reason for following up
• Lead with your point confidently and directly, not with disclaimers
• Practice your pitch to minimize filler words and boost your fluency

The Fluency Factor

In his bestselling book "To Sell Is Human," Daniel Pink shares research on how "fluency" affects sales success. He explains humans have an innate preference for things that are "easy to think about, easy to pronounce, and easy to understand."

In a sales context, speaking clearly and concisely (being fluent) helps prospects process and retain your message – and perceive you as more competent and trustworthy. But trip over your words too much, and you‘ll activate the opposite effect.

For example, research shows emails that are short, sweet, and easy to read can get up to a 36% boost in response rates. And cutting just 25 words from a 100-word email pitch can increase replies by over 65%! When in doubt, leave it out.

Manipulative & Self-Focused Phrases

The days of aggressive "Always Be Closing" sales tactics are long gone. The modern buyer smells selfish intentions and manipulation from a mile away. Remove these me-focused phrases from your sales approach immediately:

"I‘d like to tell you about our product/service."
Why It‘s Bad: The prospect doesn‘t care what you‘d like. They care about solving their challenges and hitting their goals. Make the conversation about them, not you.

"What if I said/told you …"
Why It‘s Bad: This phrase is often used to artificially pique curiosity or corner prospects into considering hypotheticals. But it comes off as coy and controlling, putting prospects on the defensive.

"I wanted to/I‘d love to …"
Why It‘s Bad: Again, your wants are irrelevant to the prospect. They‘ll care about what you have to say only if it provides them value. Otherwise, you just seem self-absorbed.

What to Say Instead:

• "[Prospect], in preparing for our discussion, I noticed [key challenge/goal]. How are you currently addressing that?"
• "Based on the information you‘ve shared, it seems [benefit of your product] could have a real impact on [prospect‘s objectives]. What are your thoughts?"
• "Given [relevant fact/data point], I believe it would be valuable to explore how [your solution] can support your initiatives. Do you agree?"

The Long-Term Costs of Selfish Selling

Focusing a sales conversation on your own agenda doesn‘t just put off prospects in the moment – it can damage your reputation and relationships for the long haul. While manipulative tactics may occasionally strong-arm someone into a sale, they devastate trust and torpedo your chances of repeat business and referrals down the road.

A Corporate Executive Board study found high-pressure sales techniques make buyers 12% more likely to regret their purchases. Another report shows prospects are 4 times more likely to buy from a competitor if the original rep focused on pushing their products instead of solving their problems.

Short-term, you might hit your quota with selfish selling. But long-term, you‘ll struggle to build the quality relationships that sustain sales success. According to LinkedIn, 76% of buyers prefer to work with reps they consider "trusted advisors" over one-and-done transactors. Put your prospect‘s needs front and center, always.

Rapport-Killing Phrases

People buy from people they like and trust. But one poorly-placed comment can shatter credibility and halt a sale in its tracks. Keep these rapport-crushing phrases far from your conversations:

"[Competitor] is terrible because …"
Why It‘s Bad: Even if what you‘re saying is true, badmouthing the competition paints you as unprofessional and petty. Taking the low road only reflects badly on you.

"[Jargon] [Buzzword] [Acronym]"
Why It‘s Bad: Peppering your pitch with insider lingo doesn‘t make you sound smarter. It just confuses and alienates prospects. Speak like a human, not a walking brochure.

"Actually, that‘s not true."
Why It‘s Bad: You may encounter ill-informed prospects who make inaccurate claims about your company or industry. But bluntly arguing and telling them they‘re wrong will only make them defensive and distrustful.

What to Say Instead:

• "I‘m not as familiar with [Competitor], so I‘d rather focus our conversation on how I can help with [prospect‘s challenge]."
• "Since not everyone uses [technical term] every day, let me put it in simple terms …"
• "I certainly understand that perspective. In my experience working with companies like yours, [correct information] has been the case. Does that align with what you‘re seeing?"

The Surprising Power of Word Choice

Studies show even the most subtle shifts in language can have a huge impact on how prospects perceive you. For example, new Harvard research found using language associated with "selling" (e.g. "discount," "free trial," "contract") can decrease email response rates by up to 24%. But messages framed around "advising" the prospect with insights and education got 35% higher reply rates.

Another analysis looked at sales meetings that resulted in closed deals vs. ones that didn‘t. The winning sales reps used collaborative words like "we," "us," and "our" up to 35% more often. The losers said "I" and "me" more frequently. Even your pronouns affect your sales outcomes!

As you communicate with prospects, consider the implications and subconscious signals of every word you choose. Avoid slang and cutesy language, which prospects find off-putting. One study actually found using smiley faces in emails decreases perceptions of competence by 17%! Stick to clear, concise, professional language to build trust and credibility.

Tips for Crushing Sales Conversations

Now that you know what not to say, here are some proven tips and techniques for engaging prospects more effectively with your sales language:

1. Do your research
Take time to learn about the prospect‘s business, role, and likely challenges before reaching out. Personalize your message and show you‘ve done your homework.

2. Lead with empathy
Your first objective should be to understand the prospect‘s problems and point of view. Ask open-ended questions and listen closely. Show you care about their needs, not just making a sale.

3. Provide relevant insights
Offer tailored expertise, data points, and thought leadership that get the prospect thinking. Provoke their interest by highlighting gaps or opportunities in their current approach.

4. Tell customer stories
Share brief anecdotes and case studies about how you‘ve helped similar companies solve challenges like theirs. Make these stories personal, specific, and results-focused.

5. Quantify value
Don‘t just rattle off product features – tie your solution to measurable business outcomes the prospect cares about. Use phrases like, "Our clients often see a 15% increase in X and a 25% reduction in Y."

6. Have a next step
End every interaction by setting clear expectations for what will happen next. Suggest a specific date and time for another conversation or in-person meeting. Get them to verbally commit to the next touchpoint.

7. Follow up with value
Stay on prospects‘ radars by providing more relevant content and resources, not just "checking in." Every message should give them a reason to want to continue the dialogue.

When in doubt, remember the C-P-R framework for sales language:

• Credible: Use data, social proof, and confident language to establish your expertise
• Provocative: Share counterintuitive insights and thought-provoking questions that challenge the status quo
• Relevant: Ruthlessly customize your message to the prospect‘s unique situation and objectives

By replacing terrible sales phrases with a helpful, human, value-centric approach, you‘ll build the lasting relationships and trust that drive deals forward. Make every word count and you‘ll crush your quota in 2024 – and beyond.