Salespeople spend much of their time communicating with customers and prospects, building relationships, and closing deals. In those communications, there are key words and phrases that can help you move forward in the sales process and close more deals. We asked the pros to share the words they find best to help you sell more.
Here are 23 of the most powerful sales words that work:
Jitesh Keswani, CEO, e-intelligence
One of the techniques that our company uses to gain clients is to always talk about value, not price. During conversations and meetings, it is imperative that potential clients are reminded of the services that are worth the price they’ll be paying. Once they feel satisfied with the value of the services we have to offer, the cost of buying doesn’t remain a big problem.
Nishank Khanna, VP of Growth, Utility NYC
The single most effective sales tactic to close a deal is to use this word and ask them a single question, “What do you hope to accomplish in the next 12 months?” We lead with this question to create trust and focus on helping them reach their end goal. People want to work with someone who will have their best interest at heart. This question cuts through the noise and gets your prospect to start talking about their vision.
Jenna Erickson, Marketing Manager, Codal
I think that a good sales word to close a deal is to tell the client that when we work with them, “Their goals become our goals.” This is important because every type of service-based company needs to show their value and help the client understand how you are going to help them reach their goals. Every company can say that they do great work or have a great product, but a lot of salespeople struggle with showing the value that the client or customer is going to get.
4. “Other Than…”
Josh Zepess Founder, Principal, Broke Is No Joke
This brief yet powerful phrase is great to use as long as you have a necessary product. It takes the onus off of the salesperson and allows the client to realize that he or she must take the deal. It works something like this:
Client: “Of course I love my family, I just don’t believe in life insurance.”
Sales: “I understand. It’s not a religion. But let me ask you a question. Other than life insurance, how do you propose to continue to take care of your family when you’re gone?”
Allie Potts, Sales Editor, Fit Small Business
Using a client or prospect’s name makes it clear they aren’t just another phone number you are dialing. A tool like Salesforce allows you to record helpful reminders, not only about what people prefer to be called, but also about their interests, giving your pitch that personal touch. People are far more likely to engage with someone they feel a personal connection with, and there’s nothing more personal than using their name.
Daniel Driggs, Content Marketing Specialist, Best Company
The best verbiage to use when striving to close a deal is the phrase, “Does that seem fair?” This simple question makes the customer think for a second and balance between what you are offering and their concerns. Since you’ve probably prefaced this sentence by talking about why this is important to them, closing the deal with asking the question, ”Does that seem fair?” has the best response from individuals.
Clint Tepe, Marketing Strategist, Nexus Growth Consulting
If you want to close more deals, then you need to focus on alignment. In sales, your job is to show the alignment of their problem with your solution—why would this be a good fit? Why is your company and your solution best for them? This requires you to understand their situation and pain points. By doing so, you can “speak their language” and make the prospect more comfortable—with you, your company, and the solution you offer.
8. “Does That Make Sense?”
Alaina Chisholm, WFG Financial Advisor
My favorite closing sentence is, “Does that make sense?” From that point, you can determine if you need to spend more time on the product explanation. If you can establish the need for the product first and ensure that they understand it fully, the client will not hesitate to agree to the sale. I make sure that in every closing appointment, I have given exceptional customer service and have fully explained the purpose of the product as well as how it will change their lives.
9. “I’m All In”
Eli Howayeck, Career Coach, Crafted Career Coaching
“I will be 100% committed to delivering as promised for you (or ensuring that my team or company does).” In business, we usually understand that the sales representative is not the only person delivering on the goods or services as promised. There’s a team behind it, a product, or other partners who deliver. Express your awareness of this and then assure them that if something does go wrong, you’ll be all over it to make sure it gets fixed.
10. “So That…”
Megan Hanna, Finance Editor, Fit Small Business
“So that” Is the kind of bridge word or phrase that allows you to naturally transition into a statement about how the features will benefit the person or business with whom you’re speaking. The idea of the transition is to lead into why and how the thing fills their wants and needs, which could include solving a problem they’re facing.
Alison Henderson, CEO, Moving Image Consulting
When I am with a potential client, I use the word “which,” as in “Which of our products or services would you like to move on today?” Using “which” gives the buyer a choice and makes them feel in charge. It also automatically puts their mind in an evaluative mode, moving them closer to a sale. If I said, “What product or service would you like to move on today?” the potential client feels there is a right or wrong answer to the question, which may make them reconsider rather than move forward.
Oliver Roddy, Sales & Marketing Manager, Catalyst Marketing
Proven is one of the most powerful words when it comes to closing a deal. You can say all you like about a product and how good it is, but if your prospect doesn’t believe you, they’re not buying. Being able to not just say it’s proven, but also to show genuine proof-points, is the best way to grab a prospect’s attention towards the start of the deal, as well as being a very strong tool for warming any cold feet a prospect may have right at the crucial moment.
13. “Feel, Felt, Found”
Curt Doherty, CEO, CNC Machines
This can be a powerful way to connect with a customer by relating to the experience they have in making a purchasing decision, especially on a large scale. For example, you might say, “We understand how you feel. In fact, many of our clients have felt the exact same way and what they have all found after using our product.”
14. “It Looks Like”
Will Craig, CEO, LeaseFetcher
“It looks like [product/service] could really help [you/your business] save [time/money]. Would you like to have a look at the contract now?” I think this closing question is particularly effective because it is assumptive, but it’s not such a hard sell that it completely alienates the customer if they aren’t happy with closing the sale at that point. This approach requires you to recognize the unique benefits that your product or service will provide to the customer if they choose it, along with an assumption that they’re going to finish the sale.
David Waring, CEO, Fit Small Business
“Why” is my favorite sales word because it’s a great way to get a customer talking about their wants and needs so you can take yourself out of the “sales guy” realm and into the “adviser” realm. No one wants to be sold to; they want an expert who works to understand their goals and then to provide a solution that best helps them accomplish those goals.
16. “Is There Anything Else?”
Casey Grandoff, Acoustical Sales Specialist, Commercial Acoustics
These words are highly effective because they create value and show your potential client that you have their back. When you ask a client how you can help them beyond the scope of the sale, it shows you are truly interested in helping them. It also adds validity to the solution you are trying to provide. It tells the client you aren’t just trying to close the sale for the sake of meeting some numbers; rather, you are trying to close the sale because you have a good solution that fits their needs.
Andrew Syrett, Head of Sales, YourParkingSpace
I make sure to key in on the word “benefits.” You may come up against some resistance when trying to close your client as they are searching for reasons not to commit. I navigate this by listing the benefits and key achievements we, as a company, will work towards on their behalf. I don’t tip-toe around any reservations or fears they may have. I address these and explain why they are an insufficient reason to not give it a try.
Chris Stasiuk, Founder & Creative Director, Signature Video Group
In regard to our business specifically, we use “because” in every pitch, usually to proactively answer what we think will be their biggest objection. For example, “You should choose our small agency over one of our big competitors because as a small business ourselves, we are up at night thinking about the same problems you are.” People want to know why? Because answers that question.
19. “What Does Success Look Like?”
Reuben Swartz, Founder, Sales for Nerds Podcast
You should ask this early in the sales cycle, before you actually “close,” but the response tells you how committed the prospect is to change. For those who are committed, the rest of the sales cycle is working out the details. For those who are just thinking about change, you can move mountains during the sales cycle and still not win the deal.
Laura Handrick, Staff Writer—HR, Fit Small Business
Instead of asking, “Are you ready to sign up for a free trial?” you instead ask, “Would you consider a free trial?” The word consider is hard to say no to, and you can use it as a foot in the door to get your prospect to agree that yes, of course, they would consider that.
Tom Stanfill, CEO, ASLAN Training
Using the word permission helps gauge a prospect’s receptivity. For example, asking a client, “May I have your permission to ask a few questions about your current challenges” helps you understand whether they are open to your products or services. This helps you stop selling and focus on receptivity, instead of letting everything we learned about selling sabotage our ability to convert the disinterested.
22. “What Do You Think?”
John Hill, Founder, Adapted Growth
My favorite phrase when it comes to closing is, “What do you think we should we do now?” and then be quiet and wait. This approach is fantastic, assuming that you have taken the time in discovery to understand their pains, to know that their budget lines up with what you need, and that they are the right person to speak with. Asking an open-ended question will allow the prospect to feel in control of the conversation so that they can either ask questions or move forward.
23. “Thank You”
Kristie Jones, Principal, Sales Acceleration Group
Here’s an example of how simply saying “thank you” can make a difference in breaking down barriers before asking for something from a prospect. “Good morning, this is Kristie with Sales Acceleration Group. Thank you for taking my call, I know you weren’t expecting it. We specialize in working with early-stage startups and I was hoping to ask you a couple of quick questions to see if there would be a reason to schedule a longer call for another time. Would that be OK?”
Bottom Line: Sales Words
These words and phrases have helped salespeople in every industry connect with prospects and win more sales opportunities. Find a few that feel natural to you and practice working them into your sales pitch the next time you have a conversation with a current or potential customer. Finally, consider using an app like Freshcaller, which lets you create calling scripts to help you remember to use your magic words. Visit their website to sign up for a 30-day, free trial.