4 Words that KILL Sales and Conversions

[Jorge Callaos]

Language is one of the most underappreciated concepts in marketing and sales.

One small word can make or break a sale.

That’s why it’s important for you to carefully choose which words and language patterns you use when communicating with your prospects.

Today I want to give you three words to NEVER use in ANY communication with your prospects…

These are words that will get your prospect’s defenses up, push them away, and possibly erode trust.

Let’s get to them.

1) “Buy”

NEVER, EVER use this word.

The word “buy” signifies a couple of things: (1) that they are about to part with money; (2) that you are selling them (always a no-no); and (3) that they are taking some kind of risk.

Instead of the word buy, use words like “own” or “get access to.”

These words not only keep you from raising your prospect’s defenses but also entice them to buy by preemptively giving them a sense of ownership of your product or service.

Once they have that feeling of ownership, part of them will not want to part with it.

2) “Contract”

This word implies restraint, commitment, and risk of lawsuits.

All of which scare prospects away.

So instead of contract, use the word “agreement.”

Because when you use the word “contract,” you are asking them to sign a piece of paper that will bind and restrain them.

But when you use the word “agreement,” you are implying that the two of you will be working together in a harmonious relationship.

Restraint vs. harmony.

One sounds intimidating; the other sounds agreeable.

The choice is pretty simple here.

3) “Trust me”

Have you ever had someone say to you: “trust me on this…”?

Did you trust them?

Or did them saying that actually cause resistance?

My guess is it probably caused resistance.

If we trust someone, we don’t need them to tell us to trust them.

So if they’re telling us to trust them, we naturally conclude that we don’t trust them.

So don’t ever use those two words.

Simply speak with certainty and with the conviction that your product or service is the solution to your prospect’s pain points.

You want to show and imply that your solution is the trusted solution that will get them the results they are seeking.

But you never want to outright say it.

Your prospect’s “bullshit radar” will instantly go off if you do.

-------

Always be careful with the language you use.

Every word you say – whether it’s spoken or written – will have one of two effects:

(1) It will create rapport and harmony with your prospect; or

(2) It will create resistance and push them away.

So make sure to use your words carefully.

 

[MBE2017]

Have to disagree with most of your post. I would agree saying trust me is a bad error, but having spent forty years in sales I like to state to my clients they are signing a contract and I also prefer them to buy than be sold by myself.

Of course you have to be sure of the timing of such phrases, but people are not stupid these days, well, nowhere near as much as they used to be. To use only agreement instead of contract is to belittle the importance of such paperwork, I like my clients to be fully aware of the serious nature of such commitments.

There is no getting away from the financial costs involved, only people wishing to hide something would worry about such silly things. Such advice has been around since I was a kid.

 

[Alan]

4 words?

 

[Jorge Callaos]

While I will concede that the use of the word contract might be appropriate in certain settings, particularly from a legal perspective, I am a big proponent of using the word "own" instead of the word "buy". You're not "hiding" from them the financial nature of the transaction. Like you said, people aren't stupid, and the moment they pull out their credit card they know exactly what's going down. My point is that the phrase "How would you like to own this today?" creates much less resistance and much more excitement than the phrase " How would you like to buy this today?"

If you've qualified your prospect adequately and know wholeheartedly that your product is the right fit for them and will make their lives better, you have an ethical duty to be careful with your use of language so as to not unnecessarily push that person away from a product or service that is going to improve the quality of their life. While people love to buy, they hate being sold. And a salesperson using the word "buy" implies that the prospect is being sold, which creates resistance. Why not be careful with the usage of such words if you know that the usage of such words could potentially push your prospect away from a product or service that will improve the quality of their life?

#3 has two words so I felt it logically correct to say 4 words instead of 3.

 

[AstEver]

I disagree with the absolutist stand. What matters in communication is effectiveness - not simplistic rules that do not recognise the complexity of possible contexts. Context is everything - a statement well known to everyone who has learned a foreign language.

The words like buy, sell and contract are simple, meaningful and not ambiguous, and should be used in appropriate context. For example, their use in B2B environment among very business-minded people is very effective.

 

[obscure]

...I am a big proponent of using the word "own" instead of the word "buy".

That sound you're hearing is the door slamming behind you as you leave.

Own is not an action. You don't go down to the shops to own some potatoes and milk. You don't get to own something unless you perform an action. You either make it, buy it, take it or are given it. So if I'm not buying it that must mean you are giving it to me for free?? All the worst sales calls I have ever encountered started with attempts to obfuscate the fact that they were selling something.

Why am I in your shop/on your ecommerce site if I'm not already considering buying? If I am willing to be converted to a paying customer it will happen because I like what your selling, I think you are trustworthy and/or I think you share my values.

Trying to hide the fact that you are selling through the misuse of language fails that test.

 

[saythisinstead.co.uk]

What makes you say that 'people hate being sold to?'

 

[paulears]

Understanding the impact of vocabulary is a big component of communications, and I used to deliver this kind of stuff when I worked in education and we had contracts with retailers who bought our services to train their staff. It's based in solid theory, but only works in certain circumstances. Remember Dale Carnegie? Test closures and all the pseudo science. The real subject here is the interpretation of vocabulary which comes down mostly to context and the specific vocabulary of an particular industry. Contract compared to agreement is a good one. To some people, agreement could be just as intimidating, to others a bit meaningless. I had to peddle the content of the first post to everyone - it was education number 1. The thing to be sold to the people being educated, but it's really psychology, not sales technique. It only works on the receptive.

Like the very old rule of never approaching a customer and asking if you can help them? Open ended and likely to result in a firm "No, just looking" - closing your first contact. The usual techniques taught like "We do this in black or silver, and for some reason even a gold finish.." should engage you in conversation, but often in practice fails. You try it and get a blank look as in 'what?' - and then "can I help you?" gets a "yes, I want one of these please".

For me, in the sales element of my own career I discovered observation and listening was FAR more important than the mumbo jumbo promoted by sales courses. If you hear two people talking as you walk by, you get a clue as to their class (old word, but still important) and communications level. Talking to somebody in appropriate language is nowadays vitally important. In current society, matching language is vital. I got pretty good at it when I was in education, modifying my way of speaking, the tone of my voice and my vocabulary to suit the other party. I had to try so hard to communicate a proposal to a bunch of university Dons, and senior civil servants and then the next day something similar to a bunch of learn on the job hairdressers. There is not ever going to be a one stop process you can follow.

So while I have to disagree with much said in the first post - he did finish with some excellent advice (that actually wipes out much of what came before it).

Every word you say – whether it’s spoken or written – will have one of two effects:

(1) It will create rapport and harmony with your prospect; or

(2) It will create resistance and push them away.

So make sure to use your words carefully.

 

[The Byre]

About once a week, someone registers on this forum in order to set themselves up as some kind of business guru and they spout some species of nonsense, usually in numbered or bullet-point form.

And nearly always, someone with more experience and knowledge defines the subject in one sentence and @paulears has done exactly that, thusly -

For me, in the sales element of my own career I discovered observation and listening was FAR more important than the mumbo jumbo promoted by sales courses.

If you want to sell to someone (and they are after all there in your shop/showroom/studio/consultancy/SM-dungeon/whatever asking you to sell them something or at least get them acquainted with the idea) you have to listen and listen hard to all their wants and needs and what they expect from you and your products or services.

This was brought home to me the last time I bought a car. I told salesman after salesman that I wanted a large, quiet and comfortable estate car and at dealership after dealership, I was shown small, noisy and uncomfortable SUVs. They needed to shift all those cheap grot-boxes and were listening to what they had been told they should do and not to what I wanted. So they sold nothing.

 

[MBE2017]

If you've qualified your prospect adequately and know wholeheartedly that your product is the right fit for them and will make their lives better, you have an ethical duty to be careful with your use of language so as to not unnecessarily push that person away from a product or service that is going to improve the quality of their life. Why not be careful with the usage of such words if you know that the usage of such words could potentially push your prospect away from a product or service that will improve the quality of their life?

Salespeople sell, most people buy, all do it for their own reasons, but an ethical duty in selling something to improve their lives comes nowhere on the radar in 95% of cases.

A salespersons job is to help in the sale and suggest the best solution for a client, but your post reeks of awful sales spiel, treat people with respect and not as fools, they will buy if the deal is right,.

You cannot make someone buy against their wishes, but many can be fooled into deals with such sales tactics. I dropped such ideas after the third or fourth sales training course, which are more about trying to fool the salesperson mindset than a customers.

Try being straight sometime, you will find it works better than trick phrases.

 

[itsnathanhere]

I've been writing copy for the best part of a decade now - whether for clients or for myself. I still feel like I'm just scratching the surface when it comes to the subtleties of selling to people via writing. One thing I've learned is that even the most exquisite copy will not sell a bad product. The average buyer is smarter than we tend to give them credit for, and they'll sniff out something with no inherent value.

In fact I've seen some products sell despite having a shoddy website and poorly-written copy - because the value was obvious. That's not to say they were selling as well as they could have been, mind you.

I agree with some of the points raised, in that some words can create resistance with buyers, but that really depends on the case. With a SAAS-based website, you may well want to be subtle and slow in the approach, offering a no-committal free trial and slowly building up that level of trust between buyer and business.

If, however, you're selling replacement headlight bulbs for a few quid, you can get away with being factual and to-the-point. Nobody is going to want a 200 word description about how each bulb has been expertly crafted by a blind glassblower named Pedro under a blood moon. You'd just have the specs, compatibility and two big you-can't-miss-them "BUY NOW" and "ADD TO CART" buttons.

 

[Jorge Callaos]

I agree that there shouldn't be an absolutist stance in this matter, and that context is everything. For example, if you're going to use the word "own" instead of "buy," you have to say it in the right tone, in the right context, or it'll come off as sleazy. That being said, just because you opt for the word "own" doesn't mean that you are "hiding" something from them... You can be completely honest and authentic while also tailoring your language and speech to achieve the most effective outcome. A salesperson's job is, in big part, to help the prospect overcome the fears and obstacles that are getting in the way of him / her investing in something that will improve the quality of their life. Again, that might vary depending in exactly what you are selling (high ticket vs. low ticket), but the point I am trying to make is that nothing happens without salespeople. The economy doesn't work without salespeople. Salespeople get stuff done, and it's their job to get stuff done in the most effective way for both parties.

We are all salespeople and we are all persuaders. Even if we're not "professional salespeople," we have a responsibility to help our loved ones overcome their fears and obstacles so that they can live the life they were truly meant to live. It's easier to overcome your fears and obstacles when you have someone on the outside helping you out and guiding you in the right direction because someone who is on the outside can see things in a way that you can't. I love it when someone challenges me and talks sense into me and persuades me to make the right decision for myself and my loved ones. That's the kind of salesmanship that the world needs more of.

Framing is everything, and if you don't agree with the 4 words that's fine. The main point of this post was to highlight the importance of language. The fact that some language patterns in certain contexts can cost you sales you would have otherwise made had you chosen your words a bit more carefully is something that any business owner should at the very least entertain. Feel free to throw it away; feel free to entertain it; or feel free to keep it. Context does matter, and how you say the words matters more than the words itself. But that does not take away from the fact that the words do matter.

Love the back and forth and appreciate all of your inputs, both the ones that agree with my point of view and the ones that disagree with my point of view. That's what it's all about.

 

[fisicx]

It's also quite possible that people in Florida react differently to us here in the UK.

Americans like to obfuscate language when the more obvious words do the job far much better.

I'm quite happy to read the contract before I buy knowing that I can trust the seller.

 

[kkfcXHzmCc]

I'm still waiting for the 4th word...

 

[antropy]

"We price match guarantee"- I am always very dubious whenever I hear this. Alex

 

[Newchodge]

How would you like to own this today?

Entirely would be my answer. What an appalling use of English.

 

[Newchodge]

I'm still waiting for the 4th word...

Point 3 'Trust me' contains 2 words.

 

[Inva]

How about ASL?








Sorry I can't take this thread seriously.

 

[Inva]

If the word "buy" kills sales, then how come they put these "buy now" buttons all over the place? Help me understand, I am interested.

 

[AllUpHere]

This is a classic case of a little knowledge being a dangerous thing.

The OP is right, in theory. However, theory only gets you so far. The OP's application of the theory is showing fundamental flaws.

 

[The Byre]

How about ASL?

All Shaved Ladies?
All Silly Loonies?

We're still looking for the fourth lost word!

 

[Newchodge]

All Shaved Ladies?
All Silly Loonies?

We're still looking for the fourth lost word!

I've FOUND it. Me, as in Trust ME

 

[The Byre]

Gritpype-Thynne: Moriarty, where are you?

Moriarty: I'm hiding in the piano, disguised as one of the piano strings!

GT: Yes, but which string are you?

M: I don't know, play a scale!

GT: (accompanied by piano) Doh

M: No

GT: Re

M: No

GT: Mi

M: Mi - that's me, that's me!

FX (piano noises and breaking wood)

GT: Good heavens Moriarty, you're eight foot tall!

M: Some swine sent in a piano tuner!

 

[Chris Ashdown]

The start of at least 2 phone calls a week is "good morning Mr Ashdown, I am not selling anything but offering a free survey"

My responce is normally to just leave the phone connected for half a hour before hanging up, hopeing its like the old days and keeps the line open to stop them making other calls. Doubt it works but does give me a quite 30 min

 

[saythisinstead.co.uk]

The start of at least 2 phone calls a week is "good morning Mr Ashdown, I am not selling anything but offering a free survey"

My responce is normally to just leave the phone connected for half a hour before hanging up, hopeing its like the old days and keeps the line open to stop them making other calls. Doubt it works but does give me a quite 30 min

No fun in that.

I like to engage them.

I have different methods.

1. Confuse them. 'No thanks, I've already had one.'

2. Lead them on. 'A free survey?....wow that sounds absolutely amazing...you're not kidding me are you......it IS really free isn't it?

YES

'Thanks for that...bye then. ' (hang up)

3. Tease them. 'A free survey eh? Do you find that script works ok for you? Do you not find that people just put the phone down on you?' NOW PUT THE PHONE DOWN.

I have many others.

 

[Aaron Starc]

Though, the post is much like for conventional sales persons and marketers. I'd like to add something to it regarding digital marketing. Being someone who comes from digital marketing background. We continuously work on CTAs, choosing the right words, the right color, the right emoticon for getting the buyer's attention and we continuously optimize on things we see are not performing.

Similarly, Inbound Marketing teaches solving problems and being courteous rather than selling and hurrying up the buyer. One really needs to build buyer persona and help their customers.

 

[Root 66 Woodshop]

Wha....??!

So when I go into a kebab shop to buy a kebab, I'm owning it...??

you got it baby!

Dave's owning that kebab right there... Booyaa!

Drops the mic*

And one for @saythisinstead.co.uk

4. You're offering A Free Survey, excellent... I'll take two!... but first, can I ask you a question?

If they say no... I put the phone down... they clearly don't want my opinion or thoughts on anything do they...

if they say yes... I ask...

"Who discovered that milk came from cows... and WTF did they think they was doing at the time?"

I've asked that three times now, and each time they've said they don't know, and asked more or less the same thing...

"That's quite an interesting question to ask... why do you want to know?"

My reply has always been the same... Well, until you can answer my question I won't be answering any of yours... ta ta for now buh bye!

 

[fisicx]

One really needs to build buyer persona and help their customers.

Really?

I needed a new filter yesterday. I googled, went to the site, checked price and delivery and clicked to buy it now. It was about as simple as it gets. There was no buyer persona other than identifying that I needed a filter.

Couldn't care less about the colour of the site. Not an emoticon in sight and the words were the description of the filter.

 

[Aaron Starc]

went to the site, checked price and delivery and clicked to buy it now. It was about as simple as it gets.

Sounds like they know their buyer persona.