What You Say Matters

Every once in awhile, it’s not what you say that matters – it’s how you say it. Then there are times when what you say matters – really matters. Sometimes you know it immediately, “Oh no, shouldn’t have said that.” “Why did I just say that?” “Uh oh, I can’t take that one back.”

A bigger problem arises when you say things the same way every time. Things you think you should say. Things that make sense to you. But these things could give your prospect the wrong impression. They could distract your prospect. They could have your prospect questioning herself.

Rarely are these words or phrases gigantically wrong. They are buried in a conversation. they are small things. Small things that can mean a lot in sales.

Here is a list of words you shouldn’t say in sales. Do your best to replace them with the other list. Again, they may not smack you in the face as incredibly wrong – the difference is subtle. However, these Subtle differences  can mean the difference between winning & losing.

Don’t Say:

  1. Contract
  2. Cost or price
  3. Down payment
  4. Buy
  5. Sell
  6. Sign
  7. Deal
  8. Problem
  9. Objection
  10. Customer
  11. Cheaper
  12. Appointment
  13. Prospect
  14. Commission
  15. More expensive


  1. Agreement or paperwork
  2. Initial investment
  3. Agreement or paperwork
  4. Own
  5. Get involved
  6. Okay, approve, authorize
  7. Opportunity or transaction
  8. Challenge
  9. Area or concern
  10. People/Companies we serve
  11. More economical
  12. Visit
  13. Opportunity
  14. Fee for service
  15. Better value

You don’t say…

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Dave Tear

Dave is passionate about selling & helping others understand the sales process. Whether a client company has a 5 person sales team or a 300 person National sales force, Dave can Coach & Train them to be the best in their industry.
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