What is a better word for sale

Looking for a better word than «for Sale»

Words are powerful. One word can shape the outcome of an entire conversation. So, if you want your prospect’s buying journey to keep moving in a positive direction, you need impactful power words for sales interactions to do that.

After all, these are strong sales words that are meant to tap into a prospect’s positive emotions to motivate them to buy. Watch the video below and keep reading to learn why power words are beneficial in sales, see a comprehensive sales power words list, discover how you can use them, and more…

Why Are Power Words for Sales Beneficial?

Power words work because they are persuasive and garner a good emotional response. In other words, they make your prospects feel good, as well as build trust — which is essential for building the relationships you need to make the sale.

When you use power words in sales, the people you interact with are more likely to let their guard down and listen to what you have to say. They will resonate with you and your brand, and what you have to offer them.

You are able to empathize with their emotions and pain points, and offer solutions in a much more personal way. That way they don’t feel like merely a number in your pipeline.

14 Sales Power Words for Better Connections and More Sales

Now, you may already have some go-to power words for sales pitches, but here is a list with additional ideas that will get you the results you are looking for…

1. You

When you’re communicating with the prospect, it should be all about them.

• “You seem like the kind of person who cares more about people, about the conversations, about relationships…”

• “We want to help you.”

• “If you believe…”

All of the phrases are ones our sales team uses here at BombBomb. What do they have in common? “You.”

They use the word “You” to show that they are committed to the success of their prospect, not just themselves. They are helping them see why the product is right for them and their business.

2. Goals

Every potential customer you work with will have goals they want to achieve for their business. It’s your job to show them how your product or service will help them accomplish those objectives.

So, ask them about their goals. Find out the pain points that are getting in the way of reaching them. These details will be essential to conversations throughout the entirety of the buying journey and beyond – from your initial prospecting to the appointment and everything that follows.

Focus all your interactions around how your company can help them overcome the hurdles and reach those goals. Show them how dedicated you are to helping them thrive.

3. Opportunity

In order for prospective clients to envision themselves using your product, they need to see its potential. You need to show them the opportunities that arise from becoming a customer – whether that be opportunities for growth, improvement, and beyond.

The more resulting opportunities they see for their business, the more likely they are to buy in to what you have to offer. They need to see that the investment they’re making is one that is worth it. They need to see for themselves they will reap the benefits of using your product.

Once these opportunities are identified, you’ll be able to formulate your sales conversations around them, as well as put them on the right track for success with your company to keep them as customers for the long haul.

4. We

You need to prove to your prospects that you are on this buying journey alongside them. They are not alone in the buying experience. You are a team.

So show them that you are in this together by using the word, “We.” A phrase like, “We are going to see results by…” embodies a spirit of a partnership. This is what will get people to trust you because they’ll realize you’re sticking by them in the sales process – and well past that.

Show them that someone will always be there to help them every step of the way to ensure they thrive, not only from sales but also from customer success, support, and more. Because ultimately, their success is your success.

5. Easy

With all the daily challenges people face, you don’t want to add to that. You want to make things easier for them with what you’re selling. Hone in on that by incorporating, “Easy,” into your sales pitch.

Pose this question to them, “What can I do to make things as easy as possible for you?” Really hear what they have to say, and demonstrate how your product can make life easier for them.

6. Success

Every prospect wants to see success. Your product has to help them get there.

Ask them what success looks like for their business. Show them how your product or service can increase their chances of making that vision a reality.

Share the stories of your thriving customers that they can relate to. Give them something to look forward to – something too good for them to pass up.

But be sure to set realistic expectations. Don’t overpromise and be transparent on what you can deliver. Check out this episode of The Customer Experience Podcast to learn more about why transparency wins in sales.

7. Amazing

You want to get your prospects excited about your product. The words you use to do that are so important to set that tone for your interactions along the sales process. “Amazing” is a good place to start.

Use it to highlight your company. Then, follow that up with the standout features of the product you’re selling. Show them what about it is actually amazing. Give them a fear of missing out, so they’re persuaded to close the deal.

8. Believe

Get prospective customers to believe in what your business can do for theirs. Utilize this prompt to garner ideas for your pitch: “If you believe that XYZ, then XYZ is right for you.” Demonstrate that your business is selling something that aligns with their beliefs and values.

This is how you’ll get the buy-in you’re seeking. You’re getting them to see the bigger picture of how your product fits in with their company mindset and culture.

9. If

“If” is similar to “believe” in that it helps your potential clients understand why they need your product or service. See how it’s used in this example, “If you want a clean house and are short in time, our cleaning services can help.”

“If” allows you to really exhibit the value behind what you’re selling. Tie it to their pain points and offer them a clear solution. That way they can truly envision why they need your help to begin with.

10. Benefit

What do they get out of working with you? That’s what prospective clients want to know. Deliver on that with the word, “Benefit.” Why is the product a good fit for them? How will it be beneficial to the success of their business?

Answer all of these questions in your pitch without waiting for them to ask. Because we already know that they want to ask them. Give them an immediate chance to see the potential Return on Investment (ROIs) that await them – should they choose to work with you.

11. Help

You want to bring value to the table to engage your prospects in your sales pitch. Start the conversation by asking, “How can we help you?” Pay close attention to what they have to say to understand how you can bring value to the conversation.

Also, by offering a helping hand, you’re showing prospective customers that this interaction is about them, not you. You’re demonstrating that you actually care and empathize with what they’re going through and are here to help them.

12. New

We all like new things. We want to stay up to speed with the latest and greatest. And it’s probably one of the best words for sales you can use because we all want new things, too.

Show prospects the new possibilities you are able to bring them with your product or service. Show the innovation you have to offer them to help them get further along on their path to success. This is key to getting them to purchase.

13. Exclusive

And just like humans like new things, we also like exclusive ones. By adding the word, “exclusive,” into your sales messaging, it’s hard to say no. Because there’s this genuine feeling we all have of missing out.

So using something like, “This is an exclusive deal that we’re only offering to select new customers,” is enticing. It makes people want to take action. And it helps you sell.

14. Thank You

People like feeling appreciated. Your prospects are busy people taking time out of their packed schedules to talk to you. Don’t forget to say, “Thank you.”

This allows your potential customers to see that you value their time. It makes them feel good and gives you the opportunity to end your conversation on a high note before they make their final decision.

See the power of thank you messages sent via video in this post.

How You Can Use Power Words for Sales

Power words in sales have so many uses. In fact, they are beneficial in interactions at every stage of the sales process.

However, there are three use cases in which power words that sell are essential for success. They include:

1. Cold Calling

When you’re cold calling prospects, they aren’t expecting your call. It’s likely they won’t answer, but if they do, you have a very short window of time to convince them that your product is worthwhile. So positive sales words, like the ones listed above, are critical to getting their attention.

By adding that persuasive language right off the bat, you have better chances of getting people to hear you out. You’re enticing them to want to know more. That’s how you’ll get them to set an appointment.

2. Outbound Emails

With your potential customers receiving hundreds of emails a day, yours need to stand out. That means you need to make every word count – from your subject line to the email itself.

Include any relevant power words you can to leave a lasting impression. Get them curious about your brand and your product. Give them a fear of missing out on the opportunities you have to offer them and their business.

3. Video Prospecting

Yes, video prospecting helps you stand out from competing reps (if you don’t know what this is, learn more this article). However, if your messaging doesn’t resonate with prospects, they won’t watch your video in its entirety or take the next step you are hoping for. Powerful language helps you shine even more on camera and overcome this.

While recording your video, use power words that keep your viewers wanting more – so they watch it from beginning to end. This will help establish the trust and rapport needed for them to move forward in the buying journey.

Want to see what this looks like in action? Check out our Comprehensive Guide to Prospecting Videos!

You Have the Words – Now Put Them in Action

Now that you’re equipped with power words for sales interactions with potential clients, it’s time to use them in your sales prospecting.

Need some more sales prospecting guidance as you start implementing your power words? Check out our post on sales prospecting techniques to get more replies in less touches below!

Have you ever read a landing page, sales letter or even blog post which has unequivocally sold you on a product?

The type of content you start reading knowing little to nothing about the product itself, yet by the time you’ve finished you don’t just want what’s being offered, you’re convinced you need it. In fact, you look back on your life and wonder how you ever made it this far without it!

It’s the kind of copy we all wish we could create. As marketers we need our copy to have an effect, we want it to elicit emotions that prompt readers to take the next step, follow the call to action and convert into paying customers.

The question we all want answered is how.

Increasing conversions through your copy is as old as marketing itself. It’s a topic that’s been covered so many times it seems almost impossible to break new ground. There are articles on utilizing emotion to increase impact, the psychological principles behind purchase decisions and even articles examining the different formats of copy most conducive to higher conversions.

However, in our quest to come up with a new angle or theory on how best to use modern technological developments in CRO, we often overlook the most fundamental of steps. The effective use of language.

The language you use has the potential to take product descriptions, landing pages and long form letters from interesting or useful, to absolutely unforgettable.

It’s something all great writers know and exploit. They pepper their work with certain words that capture attention and elicit an emotional response.

Deconstruct any high performing piece of content or impactful speech and you’re sure to find a huge host of words that, whilst perhaps a little hyperbolic, add a much needed dose of gravity.

Take this speech from one of history’s most famous and highly regarded speakers and leaders, Winston Churchill as an example.

This relatively short speech is an amazing example of how a handful of properly placed compelling and relevant words can alter the impact of a text for the better.

Upon this battle depends the survival of Christian civilization

The whole fury and might of the enemy must very soon be turned on us

Hitler knows he will have to break us in this land or lose the war

But if we fail, then the whole world, including the United States, including all that we have known and cared for, will sink into the abyss of a new Dark Age made more sinister

The compelling words aren’t overused. They’re well placed and serve their purpose of adding much needed gravitas to the sentence. They ensure that each important point is completely unmissable and pulls at the emotional triggers of its intended audience.

And its something you can also include in your copy.

Now, I love Sir Winston as much as any other patriotic Brit, yet his goal was somewhat different from ours. Mentions of the ‘abyss’ would go down well for a country in the midst of war, but would likely come across as over hyped and try hard for a marketer promoting a product.

So, we’ll thank Sir Winston for highlighting the use of powerful language, but we’ll leave him there. It’s time now to turn to the words that motivate consumers to take up their wallets and combat the ever present enemy of last minute purchase resistance.

Words That Play on Pain Points

Fear is a powerful motivator. In fact, it’s probably the most powerful emotion when it comes to grabbing the attention of your prospects.

I’m not recommending you instill fear with threats of violence or Godfather-esque reprisals, that definitely wouldn’t do you much good in the world of CRO. Fear in the marketing world relates to the fears and worries of your target audience.

There are plenty of studies out there on how addressing pain points and offering a potential solution is the key to an increase in conversions. Here’s one from MarketingSherpa and another from Optimizely.com.

However, most of these articles focus on how to present the solution. What they ignore is the step that precedes this, the act of teasing the fear from your prospects to keep them fully engaged.

Before you present the solution, you’ve got to get the prospect worked up about the problem they face.

So, with that goal in mind, here are a few words that play on popular fears. Be sure to include them (sparingly of course) within your copy to really get the most out of your audience.

• Failure
• Hate
• Afraid
• Agony
• Danger
• Humiliation
• Alone
• Vulnerable
• Stress
• Death
• Pitfall
• Mistake
• Risk
• Devastating
• Stupid
• Warning

Words that Highlight Urgency

Whilst on the subject of fear, let’s examine another popular psychological theory that influences many conversion campaigns.

The fear of missing out.

A lot of the advice online tends to focus on highlighting the benefits of a product or service. That’s great, but think back to the last sale purchase you made and ask yourself if:

1. The benefit of gaining the product was the driving force behind the purchase
2. The fear of missing out on the deal drove you to commit to buying

The fear of missing out is far more powerful than the benefit of gain. It’s something that’s been studies dozens, if not hundreds of times and proven to be true.

One of the most interesting studies was conducted in 1975 and asked participants to value the cookies in two different jars. One jar had 10 cookies, the other only two.

Despite the cookies being identical, those in the near empty jar were valued more highly.

It’s strange, but that’s how we react to items that are scarce. We immediately place a higher value on something of which there is a lower quantity. The thought that we could potentially miss out on getting our hands on that perceived higher value product is enough to push anyone into action.

Scarcity has been one of the golden rules for conversion optimization for some time now. So what sort of words can you use to highlight the scarcity of your product thus increasing desire?

• Now
• Hurry
• Quick
• Limited
• Running Out
• Fast
• New
• Deadline
• Last Chance
• Final
• Never again
• Expires

Everyone Loves an Exclusive Deal

Building on our little foray into scarcity tactics, let’s take a dive into the world of exclusivity.

We all seem predisposed to want what we can’t have. Ever noticed the most popular clubs all have exclusive door policies? Wondered about the disproportionate price hike that accompanies an exclusive brand logo despite the quality being of negligible difference? Or the rumored benefits and connections accompanying exclusive societies and clubs?

Often, these exclusive offerings offer no greater benefit than pretentious bragging rights. People want to feel as though they’re a member of a small elite group. It’s a minor power trip that, if we’re being honest, we’d all revel in if we could.

Adding an exclusivity element to your copy increases the perceived value. It signals higher social status as it’s only available to the ‘few’ giving the bonus of being rather unique.

Clothing brand Gustin have exploited exclusivity to great effect with a crowdsourcing approach to production. After announcing a potential product an initial backing fee period is opened. If the financial target is reached, all those who backed the project can expect to receive their very own product.

However, once that target has been reached and product shipped, that project is over. This lends an element of exclusivity to each products. Not only are you going to receive a well made product, but you’re also now a member of a very small group of people who did.

It’s a great way to exploit our want for an exclusive product and has helped Gustin become a desired name in mens fashion.

So what sort of words can you include in your material to play on the consumer’s want for an exclusive product?

• Members Only
• Ask for an Invitation
• Be one of the few
• Become an insider
• Be the first to hear about…
• Only available to subscribers/existing customers
• Limited
• Class full
• Login required

A Little Reassurance is Always Appreciated

One of the biggest conversion killers is a shortcoming in the trust department.

There are so many sites around nowadays that it’s difficult for consumers to know who’s trustworthy and who isn’t. In fact, 77% of online users worry their data is going to be misused in some way.

Fear mongering, scarcity, exclusivity and any other triggers you employ are all well and good. But if you can’t get your potential customers to trust you, then what’s it all for?

Of course the primary trust building elements will include various trust seals, guarantees or testimonials. But what words can you use in your copy to bolster the claims made in these areas and reassure your prospects that you’re a trustworthy brand who’s not going to rip them off?

• Lifetime
• Guarantee
• Authentic
• Certified
• No obligation
• Dependable
• No risk
• Proven
• Secure
• Verify
• Safety
• Backed
• Endorsed
• Protected
• Unconditional
• Money back
• Genuine

Clandestine Approaches aren’t Wrong, They’re Sexy

Most of us never really step on the wrong side of the law. We follow the rules and ensure that everything we do is by the book. An admirable trait no doubt, but there’s always an attraction to the other side of life.

In fact, nearly everyone has some curiosity in those who choose to live their lives by less than legal measures. There’s a curiosity there, one which is a powerful allure to all of us. And it’s something that can be used to increase the effectiveness of your copy.

I’m not advocating any illegal methods or the breaking of any laws, rather the exploitation of human nature’s natural curiosity for rule breaking.

To help build a little intrigue, try utilizing some of the following secretive words that bring to mind forbidden methods.

• Secret
• Confidential
• Private
• Forbidden
• Controversial
• Confession
• Backdoor
• Insider

Two Words Necessary in Any Approach

Whether you’re playing on fear, inciting urgency or presenting the image of a somewhat clandestine offer, there are a few words that can help add that extra punch to your copy.

You

I shouldn’t need to explain this one. Good copy is always written with a single person in mind.

Consumers don’t want to feel like just another member of the crowd. They want to feel valued, the first step to achieving this is to talk to them as an individual.

When you’re writing copy for email lists you can go one step further and use their first name. Studies have shown hearing your own name causes your brain to activate and should cause your audience to become even more engaged in what it is you’re saying to them.

… Because…

One of the greatest words in the English language when it comes to persuasion.

If you want someone to take an action, you need to explain to them why they should do it.

Robert Cialdini conducted an experiment on the effect of providing a reason for an action. The test measured the willingness of those waiting in line to let another person cut in.

The experiment had three steps. In each, the person attempting to cut in would approach those in the line and ask them if he could use the machine first.

In the first step he simply said, “Excuse me, I have 5 pages. May I use the Xerox machine?” which received a 60% success rate.

Step two saw the introduction of a reason, “I have 5 pages. May I use the Xerox machine because I am in a rush?” receiving an impressive 94% success rate.

The final step saw the reason lessen in importance, “Excuse me, I have 5 pages. May I use the Xerox machine because I have to make copies?” which still received a very respectable 93% success rate.

People won’t take action unnecessarily. They want to be able to justify why they have done something so be sure to give them a reason.

Create Your Own Power Word List

Creating impactful copy is hard, especially in the modern era of high competition and diminishing attention spans.

Start your own list of power words that compel and sell. Every time you find yourself reading a landing page or sales letter that you simply can’t pull yourself away from, dissect it.

Read each line and pull out the words that add impact, meaning and emotion to the overall message. Find the words that compel you to continue and turn what would otherwise be just an interesting piece, into something you can’t put down and add them to your own list.

Before long, you’ll have a list of powerful words you can use in your own copy to keep your audience enthralled and engaged no matter what you’re trying to sell.

If you’ve already got a list or have your own power words guaranteed to perform, drop them in the comments below. I’d love to hear your thoughts and how we can expand on this list.

The pen is mightier than the sword. Which is good, because you probably don’t want to threaten prospects into buying at sword-point.

As the primary «weapons» to convert prospects into customers, words are incredibly important to salespeople. How sales reps deliver their messages and converse with contacts can have a dramatic effect on the outcome of a conversation. Using the wrong phrase might cast a negative shadow on the proposal, while tweaking just a few words in the pitch might induce a client to buy immediately. The underlying message is certainly critical, but the words used to deliver it are equally so.

That’s why all salespeople should become word nerds. Here’s a list of 17 power words that can help you close more deals and earn your prospects’ trust in the process.

Power Words for Sales

1. You

Selling is about your prospects — not your company. A simple way to make that clear is by using the word «you» as much as possible. Think back to your childhood. Did your parents ever tell you it was impolite to talk about yourself?

Apply that rule here. Every time you might be tempted to phrase a sentence from the perspective of your company, find a way to rework it to make your prospect the subject.

2. Value

«Customers don’t care about features and benefits,» Colleen Francis, owner of Engage Selling Solutions, writes in her book Nonstop Sales Boom. «They only care about value and achieving their objectives.»

Again, it’s about them, not you. Skip over all the amazing features your product or service contains and instead make it clear how your offering will create value for your prospect’s business.

3. And

This is a clever replacement for «but» when dealing with criticisms or objections. The word «but» signals to the prospect that you are about to utter a statement that runs counter to what they’d like to hear.

«And» by its very nature is inclusive — you seem to agree even when you’re disagreeing. Consider these two examples from Sales Coach Seamus Brown:

«I see that you only have a budget of $50,000, but let me tell you why our system costs $100,000.»

«I see that you only have a budget of $50,000, and let me tell you why our system costs $100,000.»

Brown points out that the second sentence acknowledges the prospect’s budget, while the first steamrolls over the problem and makes the buyer feel ignored. What a difference one word can make!

4. Do

Many sales experts recommend using «do» instead of «try.» For instance, instead of «I’d like to try … » say, «What I’ll do is … « This makes you seem competent and trustworthy — boosting your prospect’s confidence in you and your offering in the process.

5. Or

If you present a single proposal to a client, you only give them the option of accepting or rejecting. But if you present them with two or three different variations on your proposal, suddenly you’ve doubled or tripled your odds of receiving some form of a «yes.» So in negotiations don’t just ask if they’d like to sign the contract, ask if version A or version B or version C is preferable.

6. Should we … ?

Most people balk at being told what to do — especially when the person dishing out orders is not a member of their organization. With this in mind, the phrase «you should» can come off as arrogant and presumptive.

Reformulating suggestions as questions helps the prospect keep an open mind and diminishes the potential for the conversation to take a nasty turn.

7. Consensus

According to The Challenger Sale, «Widespread support for a supplier across their team is the number one thing senior decision makers look for in making a purchase decision.»

So words that express agreement among stakeholders — such as «support» or «consensus» — could have a significant impact on your primary buyer’s mindset. If you have backing from the entire team, play it up as much as possible. If you don’t, stress how you’re going to attain it.

8. Imagine

Stories stick in people’s mind more readily than straight sales messaging. So the best reps don’t only use stories in their speech, they also make sure prospects see themselves as the protagonists.

The word imagine can be helpful in this aim. Suddenly, the prospect isn’t just hearing about a better future enabled through a new product or service — they’re actually picturing themselves living it.

That makes for a shared vision — not one that exists exclusively in the salesperson’s mind. 

9. See; Show; Hear; Tackle

Okay, so this isn’t one word, but they’re all part of one family. Each of these words evokes a sense, and sensory language grabs people’s attention. Think about how the words you use relate to visual, auditory, and kinesthetic triggers.

10. Their Name

Just like you, using your prospect’s name makes them feel like they’re the focus of your attention, and your presentation is customized just for them. People also naturally pay attention better when their name is sprinkled throughout a speech.

11. Because

Ellen Langer, a social psychologist and professor at Harvard University, conducted a study where she tested the impact of phrasing on people’s willingness to let someone cut them in line. Here are the variations she used:

• «Excuse me, I have five pages. May I use the Xerox machine?»
• «Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?»
• «Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?»

While only 70% agreed to let her cut in line when she used the first question, upwards of 90% let her skip when she used either the second and third phrasings.

The takeaway? When asking people to do something, always include a reason. Don’t just request that your prospect introduce you to another stakeholder or fill out a survey — explain why you’d like them to take these actions. 

12. Opportunity

Problems are bound to crop up in the sales process, but that doesn’t mean you should acknowledge them as such. The word «problem» has a negative connotation, and can make the prospect feel as if the process is difficult and unpleasant.

With this in mind, replace it with more positive words. Instead of saying «no problem,» for example, say, «it’s my pleasure.» «I understand the problem» can become «I see an opportunity to make this run more smoothly.»

13. Results

Prospects want solutions with some degree of certainty behind them. They want to know that the products or services they will deliver. That’s why describing the definitive, impressive results you can promise potential customers can carry tremendous weight when trying to woo them.

14. Premium

Talking up an offering’s prestige is an effective means of capturing a prospect’s interest, retaining it, and ultimately translating it into hard sales. People respond to the concepts of high-esteem and quality.

If you can convey those factors tastefully and convincingly with words like premium, you’ll be able to string together a compelling pitch that can have high returns.

15. Risk-Free

Sales is, in large part, the art of putting prospects at ease. That’s why words like risk-free are valuable. You need to do what you can to allay stress and skepticism.

You can get a lot of mileage out of this term with prospects — whether it be by describing a free, no-strings-attached trial or assuring them that you have full confidence in your offering.

16. Exclusive

Being a part of the in-crowd is an attractive prospect in any context — and sales is no exception. Luxury and prestige are powerful motivators, and this term is tailored to play on both.

Creating the impression that your product or service is special and only available to a select few can spur some serious interest and action from potential buyers.

17. Safe

In a similar vein as risk-free the term safe can be leveraged to put prospects at ease. It reinforces the notion that your product or service is proven, effective, and decisively able to deliver.

Safe tells prospects they’re in good hands — that you can promise they’ll see the results they’re looking for. People want solutions they can believe in. Safe assures them they can by alluding to the others already do.

Now, this list of power words for sales isn’t exhaustive, but that doesn’t make it any less useful or significant. Having a grasp on these words and how to use them in your sales efforts can pay off in spades. Language is crucial in sales, so it serves you to bolster your vocabulary with words that will elicit the right responses from prospects.

Editor’s note: This post was originally published in December 2014 and has been updated for comprehensiveness.

1. You. Selling is all about the buyer, it’s not about your company, your quota, or your competitors. As such, you’ll want to build your sales pitch around the idea that your prospect is the protagonist of their own story.

2. The prospect’s name. The idea that the sweetest sound to a prospect’s ears is “the sound of their own name” is something of a cliche, but science backs it up. According to a study, hearing one’s own name activates multiple regions of the brain compared to hearing the names of others.

That said, don’t overuse the name drop approach. My recommendation is that you use the prospect’s name when you greet them, end a conversation, and maybe, once in the middle, if you’re trying to refocus their attention. Avoid too many sentences that start like this: “now, Grace, how do you feel about X?”

At a certain point, this approach begins to border on psychopathic, becoming obvious to the buyer that the sales rep is trying to manipulate them.

The takeaway here is, you want the buyer to feel “seen,” like you understand their problems and have a plan for helping them reach their goals. Remember, “you” makes prospects feel special, too.

3. Value. Customers care more about the value your solution brings to their business than what kind of discount you can offer. Here, you’ll want to reiterate your unique value proposition and frame it as your prospect’s “competitive advantage.” The focus should always be on how the buyer can get more by adopting your solution, not how they can pay less.

4. Easy. Buyers hate friction. According to 2019 Futurum report that looked at the B2B Digital Buyers’ Journey, there are seven main pain points that buyers experience during the sales process: poor purchasing UX, implementation friction, disorganization, uncertainty, inflexibility, vendor lag, and renewal friction.

Bottom line, when something is easy, people are more open to the idea of using it.
A quick note: don’t forget the synonyms, words like “simple” or “seamless” work here, too.

5. Imagine. Instead of explaining your product/service in terms of what it can do, remember that people buy better versions of themselves. Getting buyers to imagine how a product or service can help them become more productive, appear smarter, or look more attractive gets them thinking about benefits, not features.

The word “imagine” leverages the power of something called “mirror neurons“, a term used to describe how feelings can be transferred to a person without experiencing them firsthand.

Use this word to tap into buyer emotions by painting a picture of how your solution will improve their life or solve a problem.

6. We. By now, you’ve probably seen countless articles that bring up the idea of a consultative sales process—positioning yourself as a trusted advisor. An important aspect of being able to do this is getting the customer to believe that you’re on their team.

Using the word “we” helps frame the sales process as a joint project and gives buyers the sense that this is a mutually-beneficial relationship. In fact, Gong.io research found swapping “I” for “we” increased success rates by 34%.

Beyond nurturing that collaborative spirit with individual buyers, using “we” (and “our,” “us” or “together”) is an effective tactic for building consensus among multiple stakeholders.

7. And. The word “and” is a critical word for keeping conversations moving forward.
“And” also comes with the added benefit of helping you avoid dropping “but” into the conversation, which has negative connotations.

8. Or. “Or” is a sort of cousin of “and” and is an effective word for presenting multiple options. After all, if you only propose one solution, you only give your prospect the option to say “yes” or “no.” On the contrary, if you present two or three different options, you’ve increased the chances of getting a “yes.”

When it’s time for negotiations, instead of asking the buyer to sign a contract, ask if they prefer version X or Y.

9. Avoid. As a salesperson, your goal is to help your prospect achieve their goals while also helping them avoid potential losses or more pain. Using the word “avoid” allows you to tap into the powerful concept of “loss aversion” which encourages people to act in ways that allow us to hang on to what we have.

According to Psychology Today, loss aversion is linked to the emotional pain of scaling back and is often the culprit behind our inherent resistance to change.

10. Proven. In today’s competitive sales landscape, sellers need to build trust right out of the gate. When you say ‘proven’, to your prospects, it reminds them that your solutions are market-tested and recommended.

A quick caveat, here. Don’t use “proven” unless, well, you can prove your claims. This means you’ll need to be prepared with relevant data from existing clients, testimonials, product demos, and even original research that reinforces the benefits of using your solution.

The idea is, once the prospect sees that you’ve got the data to back up your claims, they’ll be more comfortable sharing your proposal with the rest of the decision-making team.

In other words, “proof” goes a long way when it comes to nurturing “champions” on the inside.

11. First. Another universal truth about being human—we all want to be the “first” to try something new or solve a problem that has long plagued the industry. Look, there’s a reason the word “laggard” has a negative connotation.

The word “first” also suggests exclusivity and instantly captures buyers’ attention. By offering buyers a “first look” at the latest product/service you’re offering something that not everyone else can get AND you’re introducing the element of surprise.

12. Because. According to an oft-referenced 1977 Harvard experiment, the word “because” has a powerful effect on people as it provides justification for a behavior even if the logic doesn’t quite add up.

In the experiment, psychologist Ellen Langer and her team used three different excuses to try to cut the line for the Xerox machine.

That said, if you’re using this approach, it’s your responsibility to make sure that your offer delights, surprises, and solves problems, as promised.

• “I have five pages. May I use the xerox machine?”
• “May I use the xerox machine, because I have to make copies?”
• May I use the xerox machine, because I’m in a rush.

The first excuse doesn’t even attempt to offer a valid reason for cutting the Xerox line, the second offers an excuse that makes very little sense, and the third offers a clear explanation.

Still, 93% of people accepted the second excuse and 94% accepted the third. 60% agreed to the first.

For sellers, “because” holds power because it gives you an opportunity to present a compelling reason for prospects to take action—a simple move that can increase the chances of getting a “yes.”

13. Now. “Now” is a powerful word for creating a sense of urgency without turning up the pressure cooker.

To use “now” to drive action, you’ll want to show prospects the benefits they’ll receive by taking action ASAP. You might pair this one with “imagine” to amplify the effects.

It’s also worth noting that you’ll need to be SUPER clear about the immediate impact they’ll see right after making a deal.

14. Remember. “Remember” is another subtle word that can be highly effective in nudging deals forward by reminding prospects about looming deadlines or expiring offers without being overly aggressive.

Whether their free trial is about to expire or there’s a regulatory deadline just on the horizon, “remember” is ideal for reminding busy prospects that you have their best interests at heart.

15. I don’t know. Salespeople are expected to provide answers, but top-performers know that an “I don’t know” is sometimes the best way to build trust. Admitting that you don’t have an answer allows you to avoid inadvertently getting caught in a lie or misrepresenting their products/services. That said, it’s best to follow up “I don’t know,” with “but I can find out for you” whenever possible.

What words should you avoid?

1. Discount. According to a 2012 study, people love discounts. It’s just that the word “discount” is a real deal killer. Researchers found that people prefer to get 50% more of the same product for the same price than a blanket 33% discount, even though it’s the same thing.

As mentioned above, it’s all about framing, the 50% more option suggests “value,” while the 33% discount suggests “closeout.” The point is, “discount” sounds cheap, desperate, and conjures up an image of a carpet store going out of business—you know, “everything must go.”

2. “We provide…” In theory, there’s nothing that offensive about saying “we provide X, Y & Z,” however, it signals to prospects that they’re about to listen to a sales pitch, which immediately triggers the response to try to get out of the situation. Research has shown that “we provide….” can cause close rates to drop by a whopping 22%.

3. Contract. Contracts freak people out. They’re legally-binding and often hard to reverse once you’ve signed on the dotted line. Avoid scaring away prospects and use more neutral terms like “partnership” or “agreement” instead. Keep in mind, the payment sets off those internal alarm bells too.

4. Millions or billions. This is sort of a weird one, but the Gong report found that mentioning large, abstract quantities like million, billion, or trillion can hurt your close rate. This aversion could be linked to meganumerophobia, or the fear of very large numbers, where sufferers associate large, unimaginable quantities with losing their grip on reality. In any case, you’re better off focusing on tangible outcomes that support your pitch.

5. Your company’s name. Prospects might love the sound of their own name but they’re not exactly wild about your brand’s. When you’re trying to sell someone on a solution, it’s important to remember, they don’t care about you or your company, they care about solving their problem.

According to Gong.io, bringing up your company’s name more than four times in a call reduces close rates by 14%. Say it six times or more and sales rates drop by nearly 20%.

6. Free trial. Gong researchers also found that while people like the idea of free trials, the term “free trial” can have a slightly negative effect on moving the deal forward. Instead of using “free trial,” try “demo” or “pilot” to showcase your solutions.

In sales (as in everything else), the right language often leads to the right reaction. Use the right sales words in your sales strategy and your prospects will begin to see the benefits of your product or service. Use the wrong words, and you’ll find it harder to close deals with new customers and improve your sales revenue.

There may not be exact metrics or KPIs that measure how effective your words are during the buying process, but as sales strategist and author Steve W. Martin puts it in Harvard Business Review, “Successful customer communications are the foundation of all sales.”

That’s because the sales process always starts as a linguistic engagement before it becomes a financial transaction. Good language throughout the sales cycle speeds up the transition. Bad language does the opposite. Very bad language will likely be caught by gatekeepers who’ll prevent the transition from ever happening.

Hence, to succeed in sales, sales reps need to be aware of the verbal and nonverbal language they use when speaking with customers. A big part of that is knowing which words to use and which to avoid.

The right words in the right context

The idea of using the right words sounds simple, right? In most cases, it is, but things can get confusing. For example, it’s advisable to avoid using curse words, especially at the top of the funnel (TOFU) when your potential customer is getting to know you, your company and the product or service you offer. This goes without saying when cold calling a qualified lead.

Yet, while it’s widely accepted that curse words may not make the right impression, there are foul-mouthed personalities like Gary Vaynerchuk who are able to successfully sell their brands without following this methodology.

A reminder for you and your sales team: The key, as you might expect, is context.

Here are a couple of questions you can ask when determining the selling scenario:

• Which industry do you conduct business in and do you do business-to-business (B2B sales) or business-to-consumer (B2C sales)?

• What is your ideal customer profile?

• What are your lead qualification tactics?

• Who is your prospective customer and are they the purchasing decision-maker?

• How can your product or service solve the customer’s problem?

• Do your existing customers have a tribal mindset and can you consider yourself part of that tribe?

• What’s the best language to use in building rapport?

• Which power words help influence the customer’s purchasing behavior?

• What sales terms will resonate with your prospects?

• What sales statements can you use for upselling and cross-selling?

Because the answers can vary according to the number of customers in your sales pipeline, a bad phrase for one specific selling scenario might be something neutral or even beneficial in another. Given the shifting market realities, the best strategy top salespeople adopt is to have:

• A default selling vocabulary and a standard sales glossary, especially when it comes to pivotal sales closing phrases

• A customer engagement process that is easy to access via a customer relationship management tool (CRM) and will help you discern the appropriate linguistic approach for a specific client or type of customer.

Optimize your sales vocabulary

Poor communication often causes lower conversion rates and can lead to negative business outcomes, like higher churn rates.

As an account executive, upgrading your business vocabulary helps minimize the impact of common sales pitfalls caused by poor communication. One way to do that is to avoid using words or making statements that erode interest, motivation and trust in your brand.

Consider the following attributes to apply in sales conversations as you’re building, trimming or expanding your selling vocabulary:

Clarity

Avoid using acronyms, legalese, foreign words, industry jargon, unnecessary adjectives and vague explanations in your sales and marketing strategy or the materials promoting your product. Leave no room for alternative interpretations or incorrect connotations, especially when it comes to product features and benefits.

For nontechnical customers, describe the product in a way that’s easy for laymen to understand your message and see the benefits of what you’re offering. Otherwise, display your tribal tattoo and be as technical or industry-savvy as you need so that you can easily build trust among customers who “speak the talk.”

Trust

Establish trust and credibility by focusing on your customers and genuinely desiring to understand and solve their pain points. Personalization, such as using your prospect’s name in your social media or email outreach, is one way you gain trust. On the other hand, relying solely on impersonal automation for inbound or outbound lead generation campaigns or cold emails, for instance, is likely to generate the impression that you’’re out only for your client’’s wallet.

Once trust is lost, you’ll probably need to spend more time or a larger amount of money to regain it.

Many cliches in the sales industry emerged out of a predatory (think The Wolf of Wall Street) instead of a problem-solver mentality among sales professionals. Unless they truly describe your product, avoid sounding over-the-top with sales pitch descriptors like “state-of-the-art”, “cutting-edge,”, “innovative solution,”, “groundbreaking” and other sales terms that can come across like an overpromise.

Similarly, hard-sell sales closing phrases like “one-in-a-million chance”, “satisfaction guaranteed”, “limited-time offer” and “it’s now or never” should be used sparingly and thoughtfully.

Respect

Being customer-centric means that you should be mindful of your customer’s needs and treat them with respect, whether or not they’re already a paying customer.

Unless the engagement is in “tribal mode” or you’re speaking with a longtime or familiar client, avoid using slang and cuss words. As previously mentioned, swearing has its purpose but doing so all the time will eventually blunt its impact and just mark you as crass and profane.

While sales reps learn to always be closing from the start, it’s also important to be mindful of the prospect’s needs and readiness before making a follow-up phone call or asking for the sale. If you want those in the middle of the funnel (MOFU) to move closer to the sale, use the right tone and language that won’t turn potential customers away.

Certainty

The best sales professionals always project confidence and certainty in their communication, whichever stage in the sales funnel their prospects or leads are in. You can do that by honing your product knowledge, industry background and customer service skills.

Customers prefer brands whose representatives exhibit a solid understanding of and full confidence in the product’s benefits. Avoid using these statements:

• I’m not sure.

• I think, I might

• Maybe, probably, perhaps

• Somewhat, somehow

• Whatever

Brevity

It’s good to be thorough, but it’s even better when you’re also mindful of people’s time. Whenever possible, get to the point of your message as quickly as you can.

Prepare beforehand when making a sales call and be ready with your sales pitch or closing statements to make sure you don’t waffle. Try to avoid distracting speech habits such as using filler words such as “Um”, “Like”, or “You know” too much. Use shorter and simpler words whenever possible.

Urgency

Successful salespeople have a sense of urgency. When dealing with customers, convey the feeling that you’ll address their concerns within a reasonable given period. Another way to show clarity and a sense of urgency in your communication is to replace “ASAP” and “I’ll get back to you soon” with a definite date and time to show prospects that you mean business.

The attention span of your target audience has been shrinking over the years. If you can’’t deliver what they want immediately, manage their expectations by setting a specific time frame.

Optimism

Nothing saps customer enthusiasm and disrupts the buyer’s journey more than a heavy dose of pessimism. While being truthful is important, there are ways to communicate things that the customer may not want, but needs to hear, such as the ever-dreaded pricing conversation.

Think twice before dismissing your potential customer’s requests or concerns and instead take time to answer your prospect’s objections and questions. Give reassurance by providing a factual and objective rationale about the situation and what you’re doing to help them stay within their budget limitations, for example.

Focus

Leveraging existing customer data to prove your product aligns with your prospect’s needs, is a great way to move them to the bottom of the funnel (BOFU) and ultimately close more deals.

Use the word “you” at strategic points during the client engagement to emphasize your focus. Be sure to express genuine appreciation with gestures to say “thank you” whenever warranted. Convey importance without being patronizing by mentioning your customers’ names at appropriate times.

Final thoughts

Sales success entails saying the right things and communicating your value proposition effectively at the right time. Sales words have the power to elicit emotional responses, which can compel prospects to act and sign on the dotted line.

While the language of selling may vary across industries and markets, effective sales communication largely depends on a single factor: your customer. Getting to know your potential buyers also means learning how they talk and expressing what their key concerns are in language that’s familiar to them. This way, you can use sales words and sales terms that they understand, and be one step closer to making them consider your brand a viable solution to their problems.