5 Innocent-Sounding Sales Phrases to Avoid at All Costs
In the world of sales, communication is everything. The way you phrase your messages can make or break a relationship with a prospect or client. Many salespeople inadvertently sabotage their own efforts by using language that seems harmless on the surface, but actually carries negative undertones that can offend, condescend, or undermine trust.
Research shows that prospects are more likely to buy from and refer salespeople they view as honest, competent, and genuinely concerned with their needs. According to a study by Hubspot, 69% of buyers say the way a salesperson communicates with them is a major influence on their purchasing decisions. Another survey by RainToday found "lack of respect for my time" is the top complaint buyers have about salespeople, cited by 84% of respondents.
To help you build stronger connections and avoid costly miscommunications, here are five common sales phrases to remove from your vocabulary immediately:
1. "To be honest…"
On the surface, this phrase seems to convey forthrightness and transparency – important qualities in sales. The problem is, by qualifying a particular statement as honest, it implies you‘re not being fully truthful the rest of the time. It‘s like the old joke:
How can you tell if a salesperson is lying? Their lips are moving.
"To be honest" usually precedes the real point you want to make, making everything that came before it seem like fluff or fibs in comparison. For example:
"Your current system looks pretty good. The features are impressive and your team seems happy with it. But to be honest, it‘s not nearly as robust as what our premium package offers."
Instead of caveating your candor, strive to be clear and consistent in all of your communications. Buyers can sniff out fake flattery and contradiction from a mile away. Make honesty your only policy.
2. "Obviously…"
Nobody likes being made to feel stupid. Yet that‘s exactly what can happen when you frame something as "obvious," especially if the concept is new or complex to your audience. It‘s a presumptuous way to introduce an idea that makes the listener feel patronized or out of the loop.
For instance, you might say to a prospect:
"Obviously you know the importance of streamlining your workflows to maximize productivity."
But is it truly that obvious to them? Maybe they‘ve been struggling with inefficiencies and redundancies that aren‘t apparent to an outsider. Stating your point as self-evident can make them clam up and miss the chance to discuss their real challenges openly.
A better approach is to give the buyer the benefit of the doubt while offering your insights humbly. You could rephrase the above example to:
"In working with other teams, we‘ve found streamlining workflows can really boost productivity. I‘d be curious to learn what processes you‘re currently using and explore whether there might be opportunities to optimize them."
3. "With all due respect…"
This one is a classic example of a phrase that means the exact opposite of what it says. Prefacing a comment with "with all due respect" is basically a more formal way of saying "I don‘t mean to be rude, but…" right before you proceed to do exactly that.
Usually, it‘s used to couch criticism or contradiction in a thin veneer of civility:
"With all due respect, I think you‘re making a mistake by not acting on this now."
The false nod to respect only highlights the lack of it in the statement that follows. It also puts the buyer on the defensive from the jump. A more tactful approach is to lead with empathy while offering your recommendations directly:
"I can certainly understand your hesitation to move forward given everything on your plate. At the same time, I would hate to see you miss out on the significant savings this initiative could drive for your business. What are your biggest concerns around getting started now? Perhaps we could brainstorm ways to address them."
4. "Trust me…"
Much like "to be honest," telling someone to trust you outright often has the opposite effect. It can raise suspicion about your credibility and motives, especially if trust hasn‘t been earned through demonstrated expertise and reliability.
Consider how this lands in a sales conversation:
"I know these projections look too good to be true, but trust me – our clients exceed their targets all the time thanks to our platform."
Rather than asking for trust, work to build it proactively. Share relevant case studies, data points, and transparent answers to address the buyer‘s doubts:
"I can understand your skepticism, as a 10x return on ad spend does sound lofty at first. However, we have numerous documented examples of clients in your industry achieving those results using our platform, thanks to the granular targeting and real-time optimization capabilities. Would you like to see a few specific success stories?"
5. "It‘s not rocket science."
Jargon and technical terminology can overcomplicate sales conversations, but dismissing a topic as basic can be equally off-putting. Saying something isn‘t "rocket science" trivializes the legitimate learning curve a buyer faces and can make them feel inept for struggling to understand.
An example would be:
"Our point-of-sale integrations are a breeze to configure. It‘s not rocket science – just a few API calls and you‘re up and running!"
For the buyer, however, API integrations may be completely foreign terrain. Even if the process is straightforward to you, making it seem like child‘s play can discourage them from asking for much-needed support.
Instead, break concepts down plainly while normalizing the ramping-up period:
"We‘ve worked hard to make our POS integrations as user-friendly as possible. Most of our clients are able to get them configured in a matter of hours, even if they don‘t have a technical background. Our team is also available to walk you through the process step-by-step and answer any questions you may have along the way."
The High Stakes of Sales Communication
The impact of poor word choice and delivery in sales cannot be overstated. A single flippant comment or impatient remark can derail an otherwise promising deal. Conversely, a thoughtful, respectful approach can turn a skeptical shopper into a loyal advocate.
Consider these telling findings on the incredible influence of a salesperson‘s communication:
- 93% of the potential success of your sales conversations is a result of the tone of your voice during the conversation (Sandler)
- Prospects are more than 4x likely to buy when a salesperson shares relevant case studies and insights (Gong)
- 79% of business buyers say it‘s absolutely critical or very important that the salesperson they interact with is a trusted advisor who adds value to their business (Salesforce)
The bottom line is, your success in sales depends largely on your ability to build authentic relationships through your words and delivery. Even seemingly harmless phrases can corrode credibility when they patronize, pressure, or mislead your buyers.
To keep your sales conversations on track, here are a few rules of thumb:
- Lead with empathy: Put yourself in the buyer‘s shoes and communicate with compassion
- Clarify, don‘t complicate: Break down complex topics plainly while avoiding condescension
- Show, don‘t tell: Back up your claims with relevant stories, stats, and social proof
- Give to get: Provide upfront value before asking for the sale
- Progress, don‘t perfect: View communication as an ongoing practice vs. a fixed skill
Remember, perfecting your sales speak is a process. Even seasoned pros still catch themselves falling back on ineffective phrases and frames from time to time. The key is to stay mindful of your language and make strategic adjustments to keep the dialogue productive.
To help you get started, refer to this handy translation table:
| Instead of… | Try… |
|---|---|
| To be honest… | I want to be fully transparent… |
| Obviously… | From my experience… |
| With all due respect… | I appreciate your perspective… |
| Trust me… | The data shows… |
| It‘s not rocket science… | Let me break this down… |
At the end of the day, sales is about solving problems through authentic human connection. By taking the time to carefully consider your communication, you can make your conversations an asset that opens doors instead of an obstacle to overcome. Choose your words wisely and make them work for you.
