Eight Phrases to Avoid in Sales

Top sales representatives are known for their clear, confident, and direct communication style. Importantly, they avoid what experts call "credibility-undermining phrases" — expressions that can unknowingly harm one's professional image.

While it might be tempting to use these phrases to seem impressive, observant clients can often see through them. This can damage the trust being built and potentially affect closing a deal. Remember, every word shared with a potential client is a chance to either strengthen or weaken your credibility. That's why skilled sales professionals choose their words carefully.

Below are eight phrases that experts identify as particularly harmful to sales effectiveness. Sales professionals should avoid these expressions when talking to clients.

1. "Trust me."

The phrase "Trust me" often backfires in professional sales settings. It can remind people of insincere sales tactics and might come across as pushy, potentially harming your professional image.

Building trust is a crucial part of the sales process, best achieved through showing competence and reliability. If a client trusts you, you won't need to ask for their trust. If trust hasn't been established yet, asking for it might make the client suspicious.

2. "To be honest..."

This phrase has the same problems as "Trust me" and creates additional issues. It might accidentally suggest that your previous statements weren't completely truthful, casting doubt on your overall integrity.

In professional sales, honesty should always be assumed, not something you need to point out. Explicitly stating that you're being honest might ironically make the client doubt the truthfulness of your other statements.

3. "I think we can do that."

When asked about your capabilities or services, clear answers are crucial. There's no room for uncertainty in professional sales communications.

While it's okay not to know specific details, it's best not to give vague or noncommittal answers to direct questions. If you don't have an immediate answer, it's better to acknowledge the importance of the question and promise to provide accurate information promptly.

4. "Are you the decision-maker?"

This question is considered highly inappropriate in professional sales contexts. It can make the person you're talking to uncomfortable and potentially offend them.

The question implies that you don't value talking to people who may not have final decision-making power, which is both short-sighted and impolite. It fails to recognize that decision-making in organizations is often complex and that building relationships at various levels within a client's organization is valuable.

5. Overuse of industry jargon or acronyms

While sales professionals are usually very familiar with their industry's special terms, it's important to remember that clients may not be. Using too much specialized language or too many acronyms can lead to confusion and misunderstanding.

It's better to explain concepts in clear, easy-to-understand terms, avoiding the temptation to impress with technical language. Focus on being clear and making sure the client understands, rather than showing off your industry knowledge.

6. "We don't usually do this, but..."

This phrase, while meant to make the client feel special, often has the opposite effect. Smart clients may question whether you really mean it and wonder how often you say this to others.

Instead of trying to create a false sense of special treatment, it's more effective to focus on the specific value you're offering and why it's relevant to the client's needs.

7. "Let me be perfectly clear..."

This expression often comes before an attempt to simplify or over-explain something, which can seem condescending. It implies that your previous explanations might have been unclear or that the listener might have trouble understanding the information.

Rather than using this phrase, it's better to stay clear and concise throughout the entire conversation. If you need to emphasize a particular point, do so without suggesting that you haven't been clear before.

8. "With all due respect..."

Often used before disagreeing or criticizing, this phrase rarely achieves its intended effect of showing respect. More often, it comes across as confrontational or dismissive.

When you need to express a different viewpoint or offer constructive criticism, it's better to do so directly and politely, without using this phrase. Show respect through your actions and the content of your words, not through empty expressions.

The Importance of Careful Communication

The phrases listed above share common problems: they often seem insincere and show a lack of confidence in your sales skills and what you're offering. Using them might suggest that you rely on tricks or manipulative tactics, which can undermine your authority and professionalism.

To avoid these pitfalls, sales professionals should project genuine confidence in their abilities and offerings. Communication should be direct, understanding, and confident. By doing this, sales representatives can establish themselves as valuable, helpful resources that clients will want to work with and, ultimately, buy from.

In the dynamic field of professional sales, the power of words is significant. By carefully choosing your language and avoiding phrases that undermine your credibility, you can greatly improve your effectiveness and success rate in sales.

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