Say This, Not That: 10 Sales Terminology Swaps for Stronger Conversations

I’m always looking for different opportunities to expand my skillset and in September 2024, I joined a sales training program. In the sales training program, I and other trainees role play various sale scenarios in front of our sales coach. Our sales coach provides feedback on particular words to use and not use while conversing with potential buyers. This feedback made me curious on other words that I should use or not use in sales conversations. Through an internet search, I found other keywords to use or not use to foster successful interactions between sales consultant and prospective buyers.

1.      Use: Investment

Don’t Use: Cost

The term “Investment” implies long-term value that will give the buyer their desired result, while “cost” sounds like an expense that will drain the wallet and not be beneficial.

2.      Use: Agreement

Don’t Use: Contract

“Agreement” feels like a collaborative relationship, whereas “contract” can sound rigid, legalistic, and binding that can possibly turn a potential buyer off.

3.      Use: Enrollment

Don’t Use: Sign up

“Enrollment” suggests exclusivity and commitment. For example, if you a selling a coaching program, “enrollment” implies that the program is organized and structured. Whereas,  “sign up” feels casual and your prospective buyer may not take your offer seriously. 

4.      Use: Decide

Don’t Use: Think about it

“Decide” creates urgency and action. In addition, the word “decide” implies that you cut off all other options while “think about it” invites procrastination and doubt. In sales, the goal is to mitigate any doubt potential buyers may have about your offer.

5.      Use: Simple process

Don’t Use: Complicated steps

 “Simple process” reassures the prospective buyers that they your offer will not be cumbersome, while “complicated” raises concerns and may cause the prospective buyers to question whether or not your offer will solve their problem.

6.      Use: Preferred option

Don’t Use: Cheapest option

“Preferred” focuses on value and infers that it has been tested and favored by many. While “cheapest” sounds like a compromise and the potential buyers will have to do extra work to solve their problem.

7.      Use: Would it make sense to…?

Don’t Use: Are you interested?

 “Would it make sense” facilitates logical agreement, while “interested” permits easy rejection. What I have learned about sales so far is that you want to ask a series of questions that will allow prospective buyers to come to their own logical conclusion about how your offer will help solve their problems.

8.      Use: We partner with clients

Don’t Use: We sell to clients

“Partner” builds trust and collaboration, whereas “sell” can feel transactional. I have learned that one of the keys to developing a successful sales career is not focusing on the sales transaction, but building relationships with clients. Relationship building is important because it fosters trust and loyalty between clients and sales consultants.

9.      Use: Results

Don’t Use: Features

People buy outcomes, not just features—focus on what they gain. To find out their desired outcome(s), requires asking potential buyers questions that will reveal their desire, motivation, and current/past actions to solve their problem.

10.  Use: Next steps

Don’t Use: Follow-up

“Next steps” keeps the deal moving forward, while “follow-up” sounds passive. From my sales training, I learned that “follow-up” is a phrase that most sales consultants use and can be interpreted as pestering by your potential buyers.