SEPTEMBER/OCTOBER 2017 | TAMPA BAY MAGAZINE 117
If you’re a business owner or corporate
executive, it’s a good bet that someone has
attempted to sell you something at some point in
your career. Your response to that salesperson
probably ranged somewhere between immediate
attraction and/or agreement to total repulsion.
Why the difference?
If you happen to be responsible for sales
and business development in your company
or organization, you should be aware of certain
phrases or approaches that are uttered all too
often by amateur sellers. These are turn-offs to
your customers and first-time prospects, and
do nothing to engender trust and confidence in
you. They will also position you as just another
stereotypical salesperson and likely torpedo your
potential sale.
1. “Are you the decision maker?”
There is often more than one decision maker,
so this question sounds terribly dated to most
prospects. A better question to ask would be “How
does your organization make buying decisions?”
and then listen to the response.
2. Filler words “Like, um, ah, you
know, but, basically”
These verbal crutches are insidious as you may
not realize you are using them. Incorporating
pauses into your speech instead of falling back
on fillers will make you sound more professional
and informed.
3. Acronyms and Lingo
Peppering your conversation with this type of
language or overusing acronyms may cause your
prospect to stop paying attention. Use acronyms
or lingo with caution and be sure that your
prospect understands what you are talking about.
4. Weird Jokes or Ice-breakers
Even if you don’t turn the prospect off
completely, they do not add anything to the
conversation and only make you memorable
in an unfortunate way. Keep things professional
by offering polite, non-controversial small talk
to break the ice instead of relying on an oddball
question or joke that could fall flat.
5. Starting your conversation with,
“How are you?”
Instead of starting with this dead-end query,
fall back on your notes and ask a more specific
question – from how they did on the golf course
last weekend to what they thought of the speaker
at the recent conference you both attended. Both
approaches are true conversation starters and far
more productive than “How are you?”
6. “What will it take to earn your
business?”
Incorporating this phrase into your own sales
vocabulary may not get you the results you
want. You’re already committed to earning their
business, so instead, probe about what is most
important to them.
7. “Don’t you want to save money?”
This question will result in putting the client
on the defensive and forcing them to either buy
or admit that they are not interested in saving
money for their company. And honestly, doesn’t
everyone want to save money?
8. “Is price the only thing holding
you back?”
By asking this question, you are essentially
admitting that you may have to give a discount
to close the sale and that you have the flexibility
to do so. Instead, if the prospect seems reluctant
to decide, ask them where they are on a scale of
1 to 10; 10 being ready to buy and 1 being not
interested. Based on their answer, ask them what
they need to move them closer to a 10.
Continuing to use one or more of these tired
phrases will give your prospect an easy way to
put things off. Please make an effort to strike
them from your selling vocabulary immediately!
EDITOR’S NOTE: Sandler Training
provides proven, effective sales, corporate
and management training to high-achieving
companies and individuals throughout
Tampa Bay. Call Jim Marshall or Clint
Babcock at (813) 287-1500.
EIGHT PHRASES TO
AVOID WITH A POTENTIAL
CLIENT OR CUSTOMER
By Jim Marshall and Clint Babcock
Sandler Training
of Tampa Bay