5 Phrases that Undermine Your Expertise
What to Say Instead
In sales, the wrong choice of words can erode trust, weaken your authority, and even cost you the project. The author shares what phrases undermine one’s expertise and offers suggestions on what to say instead.
In sales (and that’s what you’re doing when you try to close a project with a prospect), every word matters. The wrong choice of words can erode trust, weaken your authority, and even cost you the project.
If you’ve ever found yourself wondering why some prospects ghost you, it could be your language. So here are five words/phrases that—if you’re using—you should stop saying. And here’s what to try instead.
- Instead of “Honestly”
Why It’s Harmful: Saying “honestly” can unintentionally imply that other things you’ve said may not be as truthful.
Better Alternative: Be direct and transparent—without the qualifier.
So, instead of: “Honestly, this is the best option.”
Try: “This is the best option because …”
- Instead of “Just checking in”
Why It’s Harmful: This phrase makes you sound like you’re waiting for permission rather than leading the conversation.
Better Alternative: Follow up with value and purpose.
So, instead of: “Just checking in to see if you’ve decided.”
Try: “Following up to provide more insight as you make your decision.”
- Instead of “I think”
Why It’s Harmful: This weakens your authority. If you don’t sound confident, your prospect won’t be either.
Better Alternative: Use definitive language.
So, instead of: “I think this solution will work.”
Try: “This solution works because …”
- Instead of “Does this make sense?”
Why It’s Harmful: It might come across as condescending, suggesting the prospect isn’t following along.
Better Alternative: Invite engagement with confidence.
So, instead of: “Does this make sense?”
Try: “How does that sound to you?” or “What are your thoughts on that?”
- Instead of “Cheap” or “Cheaper”
Why It’s Harmful: It devalues your offering and shifts focus away from quality and results.
Better Alternative: Highlight the benefits.
So, instead of: “This is a cheaper option.”
Try: “This is the most cost-effective option because …”
How many of these are you guilty of?
I’m an over-user of “Honestly” and “I think.” But I’m working on it!
Language can either build trust or destroy it. By being more intentional with your word choices, you position yourself as an expert, maintain control of the conversation, and make it easier for prospects to say “yes”.
So …
- Practice, practice, practice
Athletes don’t train during the game—they prepare beforehand. Role-play with a peer or manager to refine your language before stepping into a sales conversation.
- Read your messages like a prospect
Before sending an e-mail or text, step into your prospect’s shoes. Would you respond to it? If not, tweak it until it feels compelling and valuable.
- Hire a coach
If you’ve tried the first two tips and still struggle with closing, a coach can help spot blind spots and refine your communication for maximum persuasion.
I help BVFLS professionals turn the practices they have into the practices they want—by focusing on strategies and tactics to help them better market, sell, and deliver their services—with an assist from AI. If you want some help with that, e-mail me at rod@rodburkert.com.
