7 Seemingly Harmless (But Secretly Deadly) Sales Phrases to Avoid at All Costs

As salespeople, we‘re trained to choose our words carefully. We craft compelling value propositions, handle objections with finesse, and deliver powerful closing statements.

But sometimes, it‘s the little things we say without much thought that end up derailing deals. Certain well-worn phrases sneak into our sales conversations that seem innocent on the surface, but secretly sow seeds of doubt, confusion or mistrust.

In fact, a study by Gong.io analyzed over 500,000 B2B sales call recordings and found several cringe-worthy phrases that correlated with lower win rates and negative sentiment from buyers.

So what are these problematic phrases and why do they have the power to kill deals? Let‘s unpack 7 of the most common culprits and what to say instead to keep your sales conversations on track.

1. "Honestly…"

On the surface, starting a sentence with "honestly" seems to convey transparency and credibility. But it actually does the opposite.

Think about it – the hidden implication is that you‘re not being fully honest the rest of the time. It‘s like the old joke:

How do you know a salesperson is lying? Their lips are moving.

Using "honestly" as a qualifier instantly triggers skepticism. The buyer starts to question the validity of everything else you‘ve said.

As renowned sales trainer Jeff Hoffman puts it:

"Prefacing a statement with ‘honestly‘ is a subtle indicator that you‘re about to bend the truth or say something disagreeable. If you were being honest up until that point, there‘s no need to start."

The fix is simple: don‘t use it. Make direct, factual statements without feeling the need to pepper in "honestly" as a crutch. Your credibility will be stronger for it.

2. "Does that make sense?"

We‘re often tempted to use this phrase as a way to check for understanding. But let‘s dissect the psychology behind it.

In many cases, it comes across like you‘re skeptical of the listener‘s ability to grasp what you‘re saying. It carries an air of condescension, as if they may not be savvy enough to follow along.

Even if that‘s not your intent, it positions you as the expert talking down to the naive prospect. Not exactly the peer dynamic you want to cultivate.

What‘s more, asking "does that make sense?" is a closed-ended question that invites a reflexive "yes" without actually confirming comprehension. The buyer may nod along to save face and avoid looking dumb.

Instead, try open-ended prompts like:

• "I covered quite a bit there. What are your thoughts on how this could work for your business?"
• "How does this fit with what you had in mind?"
• "What questions do you have about what we just discussed?"

These framings make you an equal partner in the conversation and create space for the buyer to share feedback or concerns.

3. "As I mentioned before…"

This one may seem relatively harmless – you‘re just referring back to a prior point, right? But the hidden message is that you‘re annoyed about having to repeat yourself.

There‘s a certain passive aggressiveness to it. The not-so-subtle subtext is "Hey dummy, remember when I said this already? You should‘ve been paying attention."

That‘s sure to put your buyer on the defensive. Even if they missed or forgot the original comment, making them feel called out is counterproductive.

When you need to resurface an important insight, do so diplomatically. Provide the missing context and explain why you‘re circling back to it.

For example:

• "I want to build on the example I shared earlier of how we helped Acme Co. increase conversions by 40%. That‘s relevant here because…"
• "To tie this back to your goals around improving CSAT scores, we discussed how…"
• "You raise a great point. This actually relates to the ROI data I mentioned…"

Repetition in sales is often necessary – just be thoughtful in your approach. Connect the dots and add value each time you revisit a topic.

4. "Not to brag, but…"

Ah, the classic humblebrag. It‘s an attempt to tout your company‘s achievements without coming across as arrogant. But it typically has the opposite effect.

By drawing attention to the fact that you‘re bragging, you amplify the very thing you‘re trying to downplay. It‘s like saying "No offense, but…" before an insult. It just makes it worse.

What‘s more, this phrase is so overused that it comes across as inauthentic. Buyers can smell the false modesty from a mile away.

If you have impressive results, client successes or awards to reference, do so matter-of-factly. Show, don‘t tell.

Use specifics like:

• "We helped XYZ Co. reduce time-to-market by 30% last quarter."
• "Our average NPS score is 75, which puts us in the top 5% of our industry."
• "Gartner named us a Leader in the Magic Quadrant for three years running."

Then quickly pivot to why those accomplishments are relevant to the buyer. How will you leverage those competencies to drive results for their business?

The most convincing "brags" don‘t feel like brags at all. They‘re simply facts shared in service of the customer.

5. "To be frank…"

Much like its sibling "honestly," this phrase suggests you‘ve been sugarcoating things up until now. It puts the buyer on high alert, bracing for an uncomfortable truth bomb.

It also comes across as abrupt and aggressive, like you‘re done with the niceties and ready to give them a piece of your mind. That‘s rarely a wise approach in sales.

If you need to deliver a hard truth or push back on an idea, do so with tact and empathy. Acknowledge their perspective before offering yours.

For instance:

• "I appreciate you sharing your concerns about the timeline. Can I offer a different point of view?
• "I hear you on wanting to explore other options. Based on our experience with similar projects, I believe there could be some risks with that approach. Let me explain…"
• "You raise valid points about the budget. I want to be upfront that we may not have flexibility there, but here‘s why I believe this is still a worthwhile investment…"

Aim to have a collaborative dialogue, not a confrontational one. "To be frank" shuts down the conversation; thoughtful disagreement opens it up.

6. "Maybe it‘s just me, but…"

On one level, this phrase seems to convey humility. You‘re acknowledging that your opinion may be in the minority. But the problem is, it ends up undermining your credibility.

Think about it from the buyer‘s perspective. They‘re looking to you as the expert to guide their decision-making. If you‘re constantly second guessing yourself, that trust erodes.

Imagine a doctor saying "Maybe it‘s just me, but I think you need surgery." Not exactly a ringing endorsement!

If you believe in your recommendation, state it confidently. Use data, social proof and stories to back it up.

For example:

• "Based on the customer churn data you shared, I strongly recommend investing in a retention strategy. We‘ve seen companies reduce attrition by 20-30% using tactics like…"
• "Given your aggressive growth targets, I believe the Enterprise package is the best fit. The last three clients who upgraded saw an average of 45% increase in pipeline within one quarter."
• "I want to challenge the idea that you need to build a custom solution. While that may feel safer, our out-of-the-box platform can get you up and running 75% faster based on the needs you‘ve outlined."

Take a stand when your expertise tells you it‘s the right thing to do. Wishy-washy opinions won‘t move the needle.

7. "Speaking from my experience…"

This one is tricky. In theory, citing your experience builds trust and demonstrates subject matter expertise. But used the wrong way, it can backfire.

The risk is that it comes across as anecdotal rather than authoritative. It can make your argument feel flimsy, like it‘s based on a sample of one.

Plus, the buyer may (rightly) wonder how relevant your past experience is to their unique situation. Industries, business models and best practices all evolve rapidly.

To leverage your experience effectively, be specific and connect the dots to the buyer‘s world. Use phrases like:

• "In my 5 years working with financial services companies like yours, I‘ve consistently seen that…"
• "When I was in a similar role at XYZ company, we faced this exact challenge. Here‘s what I learned…"
• "Having onboarded over 50 clients in this space, I can share some best practices around…"

But also be sure to couple your experience with external validation:

• Up-to-date industry research and benchmarks
• Aggregated data and results across your client base
• 3rd party analysts and thought leaders who align with your point of view

Your experience is undoubtedly an asset, but wield it carefully. Balance it with other proof points to strengthen your case.

Communicating with Purpose

At the end of the day, these 7 phrases are just a handful of the communication traps salespeople fall into. And to be fair, most of us have used them without much thought at some point in our careers.

But the words we use matter immensely. A 2020 study by ValueSelling Associates found that 1 in 3 B2B buyers said communication style was their #1 deciding factor in moving forward after an initial sales call.

Our unconscious verbal tics and filler phrases can undermine trust just as quickly as an explicit lie. So as revenue professionals, we have to train ourselves to communicate with intention.

Before your next call or email, ask yourself:

• Are you choosing words that enhance clarity and credibility?
• How will this language be perceived by the individual buyer?
• Is everything you‘re saying advancing the sale, or just filling dead air?

Be ruthless about cutting fluff that obscures your true meaning. Practice active listening to suss out unstated needs and concerns. And dare to communicate directly, even when it feels uncomfortable.

Because at the end of the day, authenticity is what really sells. Buyers don‘t expect you to be a wordsmith, but they do expect you to be genuine.

So ditch the filler and focus on substance. Speak like a human, not a walking sales deck. And watch your deals – and relationships – flourish.

What other sales phrases should be banished for good? Share your nominees in the comments!