How to Train Your Sales Team on the “Words That Work”

They say that talk is cheap but, in sales, talk is everything. You’re either pitching to clients or making sure they’re happy with what you’ve successfully pitched. As such, honing your sales language and knowing just what to say can be the difference between a solid pitch or a happy customer and, well, the opposite. Here are some of the most important phrases for a sales team to know — teach them to yours and you will all reap the rewards.

1. “You”

It’s vital to start here. No sales pitch should ever start with I, we, etc. You should instead lead with what your sales pitch can do for your intended audience. Plus, using “you” as opposed to speaking about yourself sounds more conversational and opens the door for discourse. As a salesperson, you can’t want more than that.

2. “Happy to Help”

When your clients come to you with a problem, they are likely to be frustrated by whatever’s going on. So, be sure to approach them with positivity and strive to be as helpful as possible. Be sure to close your conversation, whether over the phone, in person or via email, by asking if they have any more questions or issues you can solve. Then, remind them that you’re happy to do it — your cheerful, reliable nature will put them at ease.

3. “Imagine”

There’s hardly a word more powerful than “imagine” when it comes to sales pitches. In asking potential clients to envision enlisting your product or service and how it could alleviate some of the stress and strain of their projects, you’re painting a very enticing picture. Plus, this gives you the power to customize your pitch — a must-do when it comes to such a task — because they’ll imagine it in a way that’s relevant and important to them. So, in using this word, you don’t have to come up with that vision on your own.

4. “I See Why You’d Want That”

Some clients will use your product or service, and then they’ll want more of it. They’ll want a faster version, or one that’s more aligned with their needs. They’ll call you and ask you for changes that you simply cannot provide, unless you want your business model to become way too convoluted. So, keep this phrase in your arsenal — “I see why you’d want that” or “I understand why you feel that way.” You’re showing empathy for your customers without promising sweeping changes that you can’t deliver.

5. “And”

Obviously, you will use the conjunction “and” in speaking to clients. But, in this case, it’s an important replacement for a similar word — “But.” In sales calls especially, responding with a phrase starting in “but” sound defensive or argumentative. So, challenge your team to start saying “and” instead. “I see what you’re saying, and I have a few ways to help you with that,” sounds a whole lot more helpful and positive than the same sentence with “but” in the conjunctive role.


6. “Talking With”

You and your team likely has the basics down already, when it comes to business-related phone etiquette. On a sales call, though, even a statement meant to be polite can have somewhat of a bossy undertone. Normally, when a caller asks to confirm, “Am I speaking to [name]?” it sounds polite — they just want to ensure they’re on the phone with the right person. However, in sales, it can frame the call as more of a speech than a discussion. Simply swapping out “speaking to” for “talking with” completely changes the context and promotes a discussion, rather than a pitch.

Sell Smartly

The right vocabulary can make a huge difference, especially when it comes to sales. These are just six examples of the many ways your team can hone their language and make the sale. So, start here but don’t stop — the more finessing you do, the better everyone will be.