"Does That Make Sense?" Is Killing Your Sales. Here‘s Why, and What to Say Instead
As salespeople, we‘ve all been guilty of it. We‘re cruising through our pitch, feeling confident, when suddenly we find ourselves defaulting to that old standby question: "Does that make sense?"
Immediately, the prospect responds with an enthusiastic "Absolutely!" But behind their forced smile, you sense they‘re really thinking "I have no idea what you just said, but if I agree maybe this conversation will wrap up faster."
We lean on "Does that make sense?" because it feels like the right thing to ask. It seems to show we care about our prospect‘s understanding. But in reality, this question is sabotaging sales conversations far more often than it‘s enhancing them.
By The Numbers
Consider these statistics:
- In a study by sales strategist Marc Wayshak, prospects reported feeling patronized, not empowered, when asked "Does that make sense?" In fact, 69% said it actually made the salesperson seem less credible.
- Research from Gong.io found that deals closed by reps who frequently used this phrase had 23% lower contract values on average than those who used it sparingly.
- A LinkedIn survey of B2B decision makers revealed 82% were less likely to buy from a salesperson who repeatedly asked if they understood, compared to one who engaged them with more substantive questions.
Clearly, this seemingly innocuous question carries some heavy consequences. Let‘s unpack why it‘s so detrimental to sales success, and explore some far more effective alternatives.
It Erodes Trust and Credibility
When asked by a true expert, "Does that make sense?" is completely unnecessary. If you‘ve mastered your solution and honed your pitch, you should be able to clearly articulate value without needing to constantly check in.
By repeatedly asking the prospect if they understand, you imply one of two things:
- You doubt your own ability to effectively explain your offering
- You doubt their ability to grasp the concepts you‘re sharing
Neither inspires much confidence. In fact, research shows the more you use this phrase, the less intelligent and trustworthy you appear. As sales expert Jill Konrath puts it:
"If you know your stuff, you shouldn‘t have to ask. Imagine a doctor constantly saying ‘Does that make sense?‘ as she explains a diagnosis. You‘d quickly start to question her expertise and look for a second opinion."
Rather than seeking affirmation this way, demonstrate your command of the topic by breaking down complex ideas with relatable examples and analogies. Ditch the condescending check-ins and focus on painting a vivid picture of how your solution directly applies to their world.
It Provides No Real Insight
More often than not, we use "Does that make sense?" as conversational filler – a crutch to avoid an awkward silence as we transition to a new point. Prospects easily recognize this and just reflexively agree to keep things moving.
The problem is, by phrasing it as a close-ended yes/no question, we eliminate any opportunity for actual dialogue. We telegraph that we don‘t really want or expect them to elaborate. According to Gong‘s data, reps who use the phrase get 44% less direct feedback from prospects over the course of their sales cycle.
Without that critical input, we fly blind, missing valuable chances to course correct our messaging or address brewing concerns before they derail the deal.
To avoid this, try open-ended questions that elicit detailed responses, like:
- "I‘ve covered a lot here. What areas would you like me to double click on?"
- "How do you see your team leveraging a tool like this to tackle X challenge?"
- "What other questions come to mind as you think about implementing this in your org?"
Frame questions to show you genuinely care about their perspective and welcome any and all reactions. As sales guru Mike Schultz notes:
"The worst reps fill the air with their voice. The best listen intently after every question, giving prospects room to think out loud and verbalize their needs. That‘s where the real breakthroughs happen."
It Reveals a Lack of Preparation
Nothing screams "generic pitch" like repeatedly checking if your message makes sense. It signals you haven‘t done your homework to tailor the conversation to their specific situation and priorities.
When Gong analyzed over 1 million sales calls, they found a clear trend: top performing reps used "Does that make sense?" 38% less often than their peers. Instead of peppering the prospect with comprehension checks, they weaved in highly relevant details from their research, showing they had a grasp on the nuances of their business.
For example, rather than asking "Does that make sense?" after explaining your onboarding process, try:
"I noticed your team is fully remote, so I thought you‘d appreciate how our virtual training can get new users up to speed quickly. We recently worked with [similar company] and had their distributed team feeling confident with the platform after just two sessions. What do you think about kicking off with that approach?"
Swapping out shallow check-ins for hyper-specific references proves you‘ve done your due diligence. You know their world and are already brainstorming how your solution fits into it. That‘s the kind of tailored approach that earns a prospect‘s ear – and ultimately their business.
It Doesn‘t Account for Different Processing Styles
Even if everyone is smiling and nodding along, there‘s no guarantee your message is actually landing. According to learning psychology, people absorb and make sense of information in diverse ways: some need to see it visualized, some need clear examples, some need time to quietly reflect before it clicks.
By just spot-checking with "Does that make sense?", you privilege prospects who process verbally and put on-the-spot pressure on the rest to keep up. You create an uneven playing field where some hesitate to speak up when confused, leading to critical gaps in understanding.
To be an effective seller, you have to account for this neurological diversity. Provide information in multiple formats – say it, show it, share an analogy, pause for reflection, invite clarifying questions. For example:
"I know I just verbally walked through quite a bit about our implementation process – I‘m also going to send over this one-pager that visually maps out the key milestones. When you have a chance to review it, I‘d love to regroup and think through how we can adapt it to work best for your team‘s unique needs."
Not only does this approach make you accessible to a wider range of processing styles, it shows you respect the prospect‘s time and want to set them up for success – not just rush to the finish line.
What to Do Instead
Striking this tired phrase from your sales vocabulary is a good start – but it‘s only half the battle. To have conversations that truly resonate, you need a new playbook of thoughtful questions that create space for depth, nuance and meaning.
Here are a few of my favorite alternatives, grouped by the kind of insight they provide:
Understanding Fit
- What part of this seems most relevant to the challenges you‘re facing?
- How can you see your team using this to make their day-to-day easier?
- What potential roadblocks come to mind as you think about bringing this into your org?
Uncovering Concerns
- I‘ve shared a lot – what concerns or hesitations do you have at this point?
- What other information would be helpful for you in evaluating this?
- If we don‘t end up working together, what do you think the most likely reason will be? Let‘s talk through it.
Gauging Engagement
- I‘m curious – what part of this surprised you or got your attention most?
- On a scale of 1-10, how excited are you about this so far? What could get you to a [higher number]?
- I know I‘ve thrown a lot at you – what‘s your gut reaction to everything we‘ve covered?
The throughline here is a shift from "me-centric" to "you-centric" – from "Do you get what I‘m saying?" to "What‘s your take on this?" It‘s a mindset that puts the prospect in the driver‘s seat, drawing out their honest feedback so you can adjust your approach to resonate more powerfully.
When you consistently lead with this kind of respectful curiosity, you‘ll notice your sales conversations take on a different tenor: more collaborative, more insightful, more authentic. You‘ll uncover hidden objections earlier, build deeper rapport, and ultimately deliver a buying experience that inspires far more confident yeses.
I‘ll leave you with this thought from sales philosopher Og Mandino:
"To be successful, you must form the habit of putting the customer first, always. Asking ‘Does that make sense?‘ puts your needs above theirs. Flip the script and seek to genuinely understand their world. That‘s the beginning of a true partnership – the kind that leads not just to a one-off sale, but a long, fruitful relationship."
So the next time you feel "Does that make sense?" creeping into your client conversation, bite your tongue. Take a breath. Then ask a question that digs a level deeper into their reality. It may feel unfamiliar at first, but with practice, you‘ll equip yourself to have exchanges that make dollars and sense – the key to a thriving sales career.
