The Art of Language: 5 Best Practices for Sales Professionals

by: Michael Jordan

Keep in mind that while I certainly use the word “sales” precisely as the dictionary defines it, I mostly use it as an alternative to the word influence. The following is a message for all my fellow “kneecap to kneecap” sales professionals, although its applicability might be best suited for the newly initiated among us. But because we all battle how best to influence incalculable aspects of daily life, this message might very well be germane to everyone.

There are no real mysteries in sales. Show up where you’re supposed to be when you’re supposed to be and don’t be a jerk once you get there. Do that more than others and you’re off to a great start. The magic brochure, idea or single phrase is a myth. Success boils down to the three C’s - commitment, conviction and credibility (I think I just discovered another article topic).

But the best sales professional among us also understands this: One’s ability to deliver positive and mindful client language is a key leading indicator of future sales success. Language is additive to the above mentioned three C’s. It’s also the root trigger for those that subscribe to the “Law of Attraction” and it should be considered carefully when engaging with potential clients. Words have power and that power can be amplified or limited in most scenarios with awareness or perhaps avoidance.  

Most of us learned at a very young age what an impact language can have on the human psyche. On the playground growing up, we had what we were told was a foolproof anti-bullying message in the sing-song “sticks and stones” rebuttal.   More than a warning to the bully, it was a message that provided a reminder to the deliverer that names can only be damaging when one allows them to be.  

As a person of color, I can attest that certain words can indeed have a lasting impact. Especially, if repeated to any human consistently enough.  Some words can be a reminder of the uglier periods of American History. Other words can free human identity. There’s obviously a lot of room in the middle. That range of end result is just as wide in sales.

Now decades removed from the playground, I would still agree that the assignment of power does not truly reside with anyone other than oneself.  Yet, as a parent of three fragile humans and someone who uses language as an influencer daily, I am an advocate for positive and mindful word choice(s).  What if the receiver does elect to assign power to your words? That would mean your collective elements of speech can make all the difference in determining your desired outcome.  

Before I provide my humble advice, I’ll share some personal perspective that may give insight into why I advocate mindful language so strongly as a salesperson:

I first cut my teeth as a regional sales professional in the New York City, North Jersey and Lower New York area. I also grew up in the “tri-state” having been raised in Hartford, Connecticut.  For those of you who require some regional perspective, the classic money centers in the northeast have a collective social and professional reputation rooted in toughness.  No reputation is absorbed into white collar and mainstream culture alike more than New York City’s.   

Broad brush strokes can be dangerous no doubt, but it’s accurate to say that I learned difficult lessons about being succinct when needed, patient when challenged and credible always. 

It’s also true that some of my fellow “tri-state” native sons and daughters are very aware of their outward reputation.  Unfortunately, some in the professional world even attempt to weaponize it.  They allow their regional reputation to be their guiding light when interacting with others. I say this with love in my heart for all of my people when I tell you that sometimes we can be particularly guarded and often unnecessarily curt (one day I’ll write about my thoroughly embarrassing first meeting in Manhattan).  

I don’t want to make this a regional/cultural debate. I’ll confess the classic “foot in mouth” metaphor might apply here and just summarize by saying this: What you say matters and in my humble opinion, there was no place in these United States for me to learn that better than the greater New York City area.

The following isn’t a run down of specific words to use or avoid but rather conversational traps that can hamper a sales professional. When it comes to sales language (regional or not), consider making adjustments in these 5 core areas the next interaction you have:

1. Own mind space:

   As the old saying goes, “stay top of mind”. You always want your client or prospect to remember you, not someone else. Avoid the unsolicited use of your competitor’s name. Some among us have a habit of becoming an accidental advocate for someone else. Don’t give them free advertising. Not to mention it’s a tell for any human that you have insecurities about your own solution(s) compared to a competitor’s.

   Imagine a scenario where you are positioning your widget (this can also be an idea or a service etc.) as the right solution. Throughout the course of that positioning you make defensive comparisons to a similar widget produced by another company. What does it sound like to the client or prospect if you mention how much different you are than ACME Widgets by using their name in every other sentence? The answer? Not good. You will undoubtedly create curiosity where it may not have existed or betray your own self-doubt. Neither are good sales scenarios.

   I’m not saying avoid comparisons. I’m just saying be mindful of giving away free promotion. It’s hard enough to stay top of mind without shooting yourself in the foot.

2. Avoid industry jargon

   Okay, I still have to remind myself of this. No one wants to kill brain cells trying to decipher your meaning. Eliminate any acronyms, technical terms or industry-specific slang from your vocabulary immediately. That’s a quick way to kill any sale. Keep it simple stupid always applies. Sometimes I challenge myself by trying to explain complicated financial solutions to my 4th grader.

   How we discuss solutions within our respective organizations is most likely not the best way to communicate with people outside of our business. Your language should be easily understood and transferable to other decision-makers or influencers. Humans gossip naturally and how they share your message with other potential clients could be positive or negative for future growth. Start building stories and a replacement catalog of similar meaning words for the jargon you currently use.

3. Social Proof

   It’s never your own idea. Avoid phrases like “what I would do” or “if I was you” or “what I like…”. Your opinion as an influencer often doesn’t matter to anyone other than yourself. If you’re offended by that statement, you’re missing the point. Successful individuals want to be grouped with their successful peers. They want to know what everyone else is doing. In fact, the #1 question I get from my clients is, “what’s working out there?” People react to social proof when they feel like something is broken and it needs fixing. They react to social proof if they have FOMO. They react to social proof if they’re a fierce competitor. Each can be true in any given interaction.

   Try using phraseology like, “one of my most successful small business clients chose us because of __________” or “one of the leading subject matter experts in this area concluded that _________ “

   If you want a deeper dive into social proof, read Robert Cialdini’s Influence: The Psychology of Persuasion.

4. Don’t kick sand

   Negative energy and negative speak have no place in sales. You might be rewarded in the short term but it’s a sure-fire way to create long term damage to your sales and professional credibility. When you talk about competitors or perhaps predecessors in poor taste, that will not be soon forgotten by anyone. Don’t turn potential advocates into suspicious acquaintances. After all, if you speak poorly of someone else than what would you say about them in their absence?

   Do you want customers or clients? Do you know the difference? This boils down to client confidence. Customers might still complete a transaction with someone they don’t trust. Clients have lasting relationships only with people they trust.

5. When in doubt, hedge

   Someone gave me a gem once as a young professional. He told me the 5 words you never want to hear are “you never told me that”. If you are not transparent you will lose all credibility and any shot at sustained success in sales. Admittedly, I have witnessed brief periods where a solution set was so powerful it trumped the creative communication style of the seller. That said, most of us would not choose to sacrifice long term success for short term gain.

   Don’t embellish. Don’t fake your way out of a jam or allow the pressure of the moment to coax you into giving an uneasy answer. Maybe you just flat out don’t know the answer to a question. You’ll score way more points when you say things like, “I’m 90% sure of the answer but let me just confirm and will circle back within 2 hours”. Say it fifty times if you have to (I really hope that’s not the case). Clients may get impatient with your caution but eventually, they’ll learn your true intent is to serve them at your highest capacity.

There’s no magic wand in sales. But the language we allow into our vernacular may indeed have a lasting impact. Because poor sales language is unintended mostly, start changing your habits now. Minimize the risk that your word choice(s) could have an adverse impact on clients or prospects. Whether you’re in the Northeast, the Pacific Northwest or somewhere in-between, your future sales success likely depends on it!