A doctor’s credo is “First do no harm.” The salesperson’s credo is “just don’t put your foot in your mouth.”
I’m only half-kidding. Of course, the real B2B sales credo is more like “Help people solve problems by providing value.” But I see it almost everyday — as salespeople we like to run our mouths, it’s in our nature, and if we’re not careful we end up stepping on our tongues by saying the blacklisted words below.
But before I share them with you, keep in mind that these words and phrases fall into two categories.
The first category we’ll call “Submissive.” That is, they signal to the decision-maker that you’re not actually an authority, that the ball is always in their court, and that you’re desperate to make a sale. Like a dog rolled on his back to show his belly, you are calling your prospect your master. And I can’t stress enough how much of a handicap this is in B2B sales.
The other category we’ll call “pushy.” It’s what comes to mind when most people think of salespeople — because honestly, a lot of terrible salespeople have conditioned the world to think this way! So whatever you do, you don’t want to come across as pushy in sales, or even “sales-y.” In fact, you don’t want your buyer to even register that they’re on a sales call! You’ll see what I’m talking about in just a bit.
RELATED: 5 Harsh Truths About B2B Sales (And What YOU Can Do About It)
Look, sales isn’t rocket science. Just listen attentively and steer clear of these deal-killers, and you’re at a serious advantage.
So without further ado, here are the 15 words and phrases that will kill your deal before you can even say “sign on the dotted line.” (By the way, that’s a deal-killer too.)
1. Proposal
It’s too overdone. And it puts all the power with the decision-maker. Instead, tell them you’re going to send over a commitment letter.
2. Prospect
Your buyer should never overhear you say this or write this (watch out for those email threads!). It makes them feel like a “target.” Instead, they are a partner or co-collaborator.
3. Show
This one is subtle, but it matters. You don’t want to say “we want to SHOW you…” This four-letter word puts you in an elevated state and makes your prospect feel like they’re in school. Instead, go with “we want to share with you.” Again, it’s a partnership.
4. Just checking in
C-suite executives hear this phrase about 500 times per day. It triggers in them that you need something from them or you’re looking to take their valuable time. Take this phrase out of your vocabulary and instead get right to the point.
5. Cost, buy, or purchase
There is no such thing as “cost” in a sales meeting. Instead it’s an “investment.” Cost implies sunk cost, whereas investment implies ROI and value. Also, this isn’t a 1-1 transaction, so kick the words “buy” and “purchase.”
6. Cheap or low-budget
Words have connotations. The word “cheap” implies… well… that your product or service is cheap. It tells the prospect to expect Dollar-store quality. Same deal with the word “expensive.” Instead, use “high-value” or “premium.”
7. Problem
Don’t tell your prospect they have a “problem.” This will put them on the defensive. After all, they work hard to create some level of order and symbiosis in their role. So instead of using the word “problem,” use “challenge.” And a challenge is something that top-performers are excited to overcome. So this word choice pulls double duty.
8. Guarantee
Never guarantee anything but your word when it comes to business and sales. It could come back to bite you. The one caveat is if you’re ready and willing to refund your customer in full every dime they paid you. But instead of wading into these murky waters, go with something like “I assure you…”
9. Sign / Signature
The word “sign” or “signature” is dripping with used-car-salesman energy. It’s a one-way road. Not a good look when you want to galvanize a trust-based relationship and close a big deal. Instead, ask your buyer to authenticate or confirm the agreement. This is a two-way road. A partnership.
10. I’ll email you some more info
If C-level execs had a nickel every time they heard this one. Once you say “I’ll email you info,” you completely cut the proverbial line — and chances are you’ll never hear from your prospect again. Remember, they get hundreds of emails every day. And with no urgency or incentive to open and reply to your email, it gets lost in the ether forever.
11. I don’t want to waste your time, but…
Look — the moment you say this, you’re already wasting your prospect’s time. This is also a go-to cliche that signals to the C-suite exec that you’re about to pitch them. So before you even finish the sentence, they are already thinking of a way to get off the phone!
12. What do I have to do to get your business?
This reeks of desperation. I call this a sweaty-palm salesman tactic. Your prospect doesn’t have to close — it’s not their quota that needs to be hit… it’s yours! But resorting to this rock-bottom desperation will never (or very rarely) move a deal forward.
13. Sleep on it
If you tell the decision-maker to “sleep on it,” or accept their offer to sleep on it, then you lose the deal. Plain and simple. They will never sleep on it. Instead, they’ll be sleeping on the other 100 pressing challenges of their personal and work lives. If you don’t close the sale, instead of telling them to sleep on it, just follow up with them until the deal closes. Simple, right?
14. I don’t know
Well you better find out! If they ask you a question you’re unsure about, find the answer. Or at least tell them you’ll look into it and follow-up with an answer. Saying “I don’t know,” or “I’m not sure,” doesn’t inspire confidence in your buyer. And confidence must be at an all-time high when trying to close big-ticket B2B sales.
15. Can I?
Remember, there are unspoken power dynamics going on. The moment you ask “Can I…” you put yourself on a lower level, or a lower playing field, than your prospect. So don’t frame your questions like this:
- Can I get two minutes of your time?
- Can I send over this proposal?
- Can I share something with you?
- Can I tell you why I’m calling?
- Etc.
Instead, with an air of authority, respect, and cordial persistence, just assume that you can. And do it! You’ll be amazed at how far this “assumption game” will take you. I wrote a whole article on assumptive selling, which I highly recommend you read.
Other Things to Avoid in Sales
- Never bash the competition
- Don’t rely on filler words (Umm, uhh, like, you know, etc.)
- Don’t focus on you or your product, focus on helping your buyer
- Don’t resort to hyperbole or exaggeration, just say what you mean to say
Final Words
It might seem like the average sales call is filled with these emotional triggers or landmines. Well, in a way it is. Now you don’t need to be 100% perfect starting on your next call. That can be a crippling standard to set for yourself. But these are all words and phrases that you should start looking out for, and start eliminating from your vocab. Just a little bit of incremental improvement over a long-enough timeline will ensure you’re in great shape.
I’d recommend printing out this list of trigger words and posting it at your desk. Or at least bookmark this page and use it as a quick reference guide. Remember, just like Al Pacino said in the film Any Given Sunday, “Life is a game of inches…” Well, so is sales. And you should take every inch you can get. Do this and you’ll have an edge not only over the competition, but more importantly, over yourself.
You’ve got this.
Until next time…
Johnny-Lee Reinoso