When talking with prospects, most people know they should focus on the other person’s needs and attempt to provide solutions. But, did you know there are certain words you shouldn’t use or should avoid overusing? Statistically, many of these words actually reduce a salesperson’s chance of making a sale, which is why they should be avoided. We put together a list of these words, plus alternate words or phrases you can use. Here are the 10 words salespeople should avoid using.
1. Discount
The data scientists at Gong.io analyzed over 500,000 thousand sales calls to determine words and phrases that lowered the odds of closing the sale. The word “discount” lowered the chance of closing a deal by 17% when it was used. The rationale is that offering a discount is probably degrading the value of the product in the mind of the consumer. “If the product is so awesome, then why would someone have to offer a discount to convince me to buy it?”
2. Contract
Is there anything more scary and un-sexy-sounding than the word “contract?” The word immediately makes people feel binded, trapped, or stuck since contracts obligate them to something for a certain amount of time. Because most people fear commitment and obligation, especially making one of those without a lot of thought and preparation, using the word will lower your chance of closing a sale by 7%, according to Gong.io.
3. Absolutely or Perfect
Belting out one of these in a conversation sounds fairly common and unassuming. However, using one or both of them more than four times in a sales call decreases close rates by 6%. That’s not absolutely perfect.
4. Guarantee
This word is a little dangerous. If you use it in conversation, but someone receives it as a “product guarantee,” they definitely won’t be happy if the product doesn’t live up to it’s guarantee. A business should never “guarantee” something unless the product will definitely make it happen. And, even if your business does give a guarantee, some people don’t take them seriously. The word “warranty” is more likely to get their attention.
5. Payment
According to Gang.io, this is another no-no word. Using it reminds people they’ll be separated from some of their money. Therefore, it’s best to use alternate words like “amount,” “deposit,” or “sum.”
6. Implement or Implementation
This word or any version of it will make people think the product requires a lot of work to use or learn. Instead of using it, you could opt for something like “enable,” or “getting started.”
7. However
This word is similar to “perfect.” It’s ok to use in moderation, but using it four times or more could cost you a deal. When using it or a heavy “but,” you cause people to think there are exceptions to them getting the benefits and advantages of your product. No one wants to chance getting the product and then being one of the exceptions.
8. Show You How
If you use this phrase under four times, it won’t impact your call negatively at all. It will have a negative impact once you’ve used it four times, dropping your close rate by 13%. Using it repeatedly will emphasize that they have to learn something new and they may shy away from your product thinking it has too much of a learning curve.
9. We Provide
These words are used so often to share the features of a service or product that people automatically associate them with sales and tune out when they hear them. When they hear those words, your chance of closing the sale drops by a whopping 22%.
10. Free Trial
“Seriously–free trial? No way!” Yes. It’s an overused phrase, especially when it comes to apps, software, and subscription services. By now, people are probably tired of free trials that end and automatically charge them without a reminder. Although, It’s not as much of a deal breaker as the one above since it only drops your chances of closing by 5%.
Bonus
Always avoid using words associated with the sales profession when talking with your prospective buyers. You might use the word “pitch” or “close” when you’re talking to your coworkers, but no prospect wants to hear that they’re going to be “pitched,” or hear you say, “Let’s close this deal.”
One of the ways you can gradually reduce your usage of these words is to come up with a few alternate words or phrases you can use for each, and then rehearse talking about your product and your purchasing process using those words instead. You can also note how much you use them in everyday language and try to eliminate your usage of them in regular conversation, which will also help.
The team at Sales Arbiter will work one-on-one with your salespeople to help them perfect their pitches. We can also give them more tips on how to increase their close rates. Contact us so we can put together a strategy to get your team on the way to meeting their sales goals.
