Quick answer
What words should you use in sales?
The best words to use in sales are positive, specific and about the customer, such as 'and', 'how', 'for you' and 'investment'. They replace 'but', 'why' and 'cost'. Jenny Cartwright, who has trained more than 95,000 people, also asks salespeople to drop 'just' and 'no worries', because both make you sound less confident.
Why do words matter so much on a sales call?
On the phone the customer can't see your face, your product or your enthusiasm. They only have your voice and your words, and they build a picture of you and your business from both. One careless word can make you sound unsure, defensive or bored, even when you are none of those things.
Jenny Cartwright asks salespeople three questions about this. What message are you sending customers about you: do you sound as if you really look after them? What problems do you solve for them? And what image do people get of you when you answer the phone? Business is personal, and people do business with those they like and trust.
The good news is that words are the easiest part of selling to change. You don't need a new personality. You need a handful of better habits, practised until they come naturally.
Why should you say 'and' instead of 'but'?
'But' cancels everything that comes before it. 'I understand your concern, but...' tells the customer you didn't really understand at all, and they stop listening to what follows. 'And' keeps their point alive and joins it to your answer.
ProspectThis software sounds like it would take a long time to install.
YouYes, it does take a while to install, and that challenge is taken care of by our own consultants, who set the whole thing up for you as part of the service.
ProspectHmm. It's very expensive, though.
YouI understand you thinking that, and that's why I'd like to include a three year service contract in the price for you at no extra cost.
Notice that the customer's concern is agreed with, not argued with. That alone lowers the temperature of the call, so that the customer stays open long enough to hear your solution. Jenny's guide on how to handle objections builds on this.
Ask 'how' questions instead of 'why' questions
'Why' questions can make people feel interrogated, and a customer who feels uncomfortable with you will not buy from you. 'How' questions ask for the same information in a way that invites a story instead of a defence.
- Instead of 'Why did you buy from your current supplier?', ask 'How did you make the decision to buy from your current supplier?'
- Instead of 'Why aren't you interested?', ask 'How specifically could we make this of more interest to you?'
- Instead of 'Why haven't you replied to my proposal?', ask 'How are you getting on with the proposal?'
'How' questions also tend to draw out more detail, which gives you more to work with when you present your solution. Jenny's questions to use on a telephone sales call are all built this way.
Drop 'just' and say 'for you'
'I'm just calling about...' shrinks your call before it starts. It tells the customer that what follows isn't important, and they treat it that way. Replace it with a confident, honest reason: 'The reason for my call is...'
'For you' does the opposite. It tells the customer the effort was personal, because it was. 'I've prepared the proposal for you.' 'I have a great idea for you.' Two small words, and the customer feels looked after rather than processed. If you want these phrases built into every call, Jenny's guide to telesales scripts shows where they fit.
I first contracted Jenny Cartwright to train our sales team in telephone sales skills in August 2012. In the last 3 months we have tripled the number of appointments we have made. The course was of particular value to us for acquiring a structure for our call scripts, the process for handling objections and discovering a powerful way to introduce ourselves on the phone.
Words to avoid when selling, and what to say instead
Keep this table near your phone for a week. Every time you catch yourself using a word on the left, say the version on the right instead. By Friday the new words will start to feel like yours.
| Instead of | Say | Why it works |
|---|---|---|
| 'I'm just calling about...' | 'The reason for my call is...' | Sounds confident and gets to the point. |
| 'I understand, but...' | 'I understand, and...' | Keeps the customer's point alive. |
| 'Why did you...?' | 'How did you...?' | Invites a story, not a defence. |
| 'Deal' | 'Opportunity' or 'offer' | Sounds considered rather than pushy. |
| 'Problem' | 'Challenge' | Keeps the conversation focused on solutions. |
| 'Cost' | 'Investment' or 'price' | Links the money to the return. |
| 'Change' | 'Improve' or 'amend' | Change feels risky. Improvement feels safe. |
| 'No worries' or 'Not a problem' | 'That's fine', 'Excellent' or 'It's a pleasure' | Leaves a positive last impression. |
| 'I'll try to get that to you' | 'I'll send that to you by 3pm' | A specific promise builds trust. |
Australians say 'no worries' so often it feels harmless. On a sales call it slips a negative into the customer's ear at the very moment you want them feeling good. Positive alternatives such as 'terrific' or 'it was good to talk to you' finish the exchange on a high.
Positive words that sell
Jenny's list of words that make an offer sound appealing is short and easy to use: new, unique, special, great, amazing, easy. Use them honestly, about things that really are new or easy, and they add energy without hype.
Choose words that match what motivates the buyer
Every customer buys for their own reasons, and most are driven by one of two motives: moving away from pain or moving towards pleasure. Listen to how they talk. 'We need to stop losing leads' comes from an away-from-pain buyer. 'We want to grow into Queensland next year' comes from a towards-pleasure buyer.
When you aren't sure, Jenny's three-part benefit statement covers both, plus the cautious buyer in the middle:
- Away from pain: reduce, diminish, decrease, eliminate.
- Keep what works: maintain, keep, retain, continue.
- Towards pleasure: increase, expand, magnify, improve.
Put together, it sounds like this: 'We can help you reduce your costs, maintain your supplies and increase the efficiency of your current setup.' Every listener hears at least one reason that matters to them.
Are you putting your real value into words?
Customers don't buy products. They buy what the product does for them. 7-Eleven sells convenience. FedEx sells speed. Jenny doesn't describe herself as selling training days: she offers inspiration, motivation, confidence and skills.
Write one sentence that says what you really deliver, in the customer's language, and use it in your openings, voicemails and emails. When your value is clear, price conversations get easier, so that you spend less time defending the number and more time helping the customer say yes. Jenny's eBook Telephone Sales Tips to Triple Your Sales, Volume 1 has 157 more strategies like these for A$17.
Want every word of your script working for you? Jenny writes telesales scripts from around A$600, usually within 3 days, with changes after delivery at no extra charge.
Get a script writtenFrequently asked questions
Is it unprofessional to say 'no worries' to a customer?
It isn't rude, and in Australia it is very common, but it is a weak finish on a sales call. It puts the word 'worries' in the customer's mind and sounds casual when you want to sound capable. Swap it for 'That's fine', 'Certainly' or 'It's a pleasure'. The change is small, and customers notice the extra polish even if they couldn't say why.
Should you call it a price or an investment?
Use 'investment' when the purchase pays for itself over time, such as training, software or equipment, because it connects the money to the return. Use 'price' when you are being straightforward about a simple product, because calling a box of stationery an investment sounds forced. Avoid 'cost' where you can, since it suggests money leaving the business rather than value coming in.
Which filler words make you sound nervous on the phone?
The usual culprits are 'just', 'um', 'sort of', 'basically' and 'to be honest'. Each one weakens the sentence around it, and several together make you sound unsure. Record a few calls to find your own habits. A prepared opening and practised answers to common questions remove most fillers, because you are no longer searching for words. A short pause sounds far more confident than 'um'.
Do the same word choices matter in sales emails?
Yes, possibly more, because the customer can reread your words and there is no tone of voice to soften them. Avoid 'just checking in', 'but' after an apology and vague promises. Use the customer's name, a clear reason for writing and words such as 'for you' and 'improve'. Keep it short, then follow up by phone, because the telephone beats email every time for moving a sale forward.
How long does it take to change the words you use on sales calls?
Most people can swap a handful of words within a week or two if they practise deliberately. Pick two or three changes at a time, write them on a card by your phone and listen back to recorded calls to check your progress. Trying to fix everything at once rarely sticks. A coach or manager who listens to your calls speeds the process up.