When it comes to closing the deal, you’re naturally looking to sell more of your products and services. However, not too many people are aware that there are certain words you want to avoid at all costs.

So here are 27 words you want to avoid when closing the deal.

“To be honest with you.”

Ever heard this phrase from a salesperson? Perhaps at a car dealership, tech shop, or on the phone? What happens to you psychologically when you hear this? It implies that all of the conversations you had with this person up until this point was basically a lie.

So what does this do? It tears down the trust and flat lines it with a cement roller. All the know like and trust just flew out the window.

“Trust me.”

Or “trust me on this”. You will hear this one a lot when on the phone with those Forex type traders. “Trust me on this, it’s a sure thing.”

When people have the need to say this, it means what? That you don’t trust them right? Not a very good word to use at all.

If people have to tell you or convince you regarding something about themselves, it most likely means it’s not true. If you are trustworthy, do you need to tell people that you are? No. Your actions speak a lot louder than your words. Be trustworthy. Demonstrate it, don’t speak it.

Sorry to bother you.

If you are sorry to bother me, then why on earth are you bothering me in the first place? It’s not just an illogical expression, it also says something about the person saying it.

At the beginning, the prospect is the one in power. The salesperson doesn’t have the power.

So what do you do to flip the odds in your favor? One side always has the “upper hand”. What you want to do is level up the playing field.

However, as soon as you apologize, you are putting yourself in the inferior position to close the deal. You’re basically just hurting yourself by saying those words and, worst of all. it’s right from the start. So avoid these words, especially before you even say anything else, or before propose a solution to their pain points.

Why would you be apologizing anyway? This is not a healthy mindset to have in the first place. Are you apologizing for offering your services?

If you believe in the quality of your services, you have nothing to apologize for. Just because they are paying you doesn’t mean your time is not valuable too.

Why do prospects buy from you? Because you can solve their pain points. Don’t beg. Believe in your quality and never apologize for offering your services.

“Just following up.”

Have you caught yourself saying these words over the phone?

“Hi John, I’m just following up on…” and this could be recent, could be a month ago or a year ago, doesn’t matter.

You might be thinking “ok, so what’s so wrong about that?”

The problem is a lot of people use this phrase. Business owners are so used to this, it automatically triggers a response “oh you’re trying to sell me something” and they put up their guard.

They’re thinking “So you didn’t sell it to me the last time, so you are bugging me again now. I don’t have time for this again…” Put yourself in their position. Chances are you would get annoyed as well.

Instead, take a more straightforward approach that aims at their pain points and their issues, and ask them more effective questions around solving those issues, which will spark their curiosity.


You might have heard this before…people love to buy, they hate to be sold. People like to buy when they feel like they are in a position of power. People don’t like to be sold to because it implies that they are being forced to buy…see the difference?

words to avoid
words to avoid

The word “buy” has many negative connotations attached to it for many people. So avoid using this word.

What do you use instead of “buy”? Use “own”. Or “Would you like to have this?” or “Would you like to make this your new asset?” or even “Would you like to move forward?” I mean, who doesn’t?


Yes, contract. What comes to mind when you hear “contract”? How does it feel? It feels very serious, doesn’t it? Like a heavy obligation, a too-long commitment if you will.

Avoid the word “contract” as it may even sound like they are signing their life away 🙂 Instead, use the word “agreement”.

How many million times does that sound better? Ok yes, we are agreeing on something, and people love to agree with each other by nature. It’s definitely less pressure and far less intimidating.

words to avoid
words to avoid

Another word you can use instead is “paperwork”. “Shall we get the paperwork out of the way?” Most people don’t enjoy paperwork, so if you say it this way, it feels like you are helping them get rid of something they don’t enjoy.

“I haven’t heard back from you.”

This may sound normal and it is something a lot of people use. But the thing is, when you ask that question, your prospect knows why you have not heard from him or her.

They don’t want to contact you and/or don’t want to be contacted by you. So why ask something they already know?

“Yes, you have not heard from me because I have been avoiding you.” This creates friction and resistance between you and the prospect right away.

So don’t use that word. When you contact your prospect, especially the ones who have not converted in the past, don’t make them feel guilty and don’t embarrass them. Instead, add value to what they do. When you make a contact, when you do a touch point, always offer something.

When they are ready to do business with you, they’ll look at you as someone who has been in touch with them for a long time and constantly adding value to their business.

So then it becomes a no-brainer for them to do business with you.


This is another word you want to avoid. It’s a very cold, institutional word. So don’t say things like “I know you are a very busy individual.” This sounds very impersonal.

Do you talk to your friends that way? “Hey you, individual, do you wanna go watch this movie later tonight?” Do you talk like that? No. Nobody does.

This is not how you talk to your friends, family, and people you care about. So don’t use it with the people you do business with either. Strive to use more friendly, casual words and throw the word “individual” out of the window.

We are better than…” fill in the blank

These are the last few words you want to avoid.

“We are better than our competitor.” “We are better than XYZ company.” No, never ever put down your competitor, even if you are waaaay better. Because the minute you do that, your prospect is thinking “Well, of course, you would say that since you want to sell me your services.”

You want your prospect to come to their own conclusions that this is true. So never put down a competitor.

If anything, you want to praise your competitors. If someone asks you what you think of a certain competitor, never say something like “Oh, we are better than them.” and then start stating why that is. Rather, flip it around into a question and collect valuable info in the process.

Say something like “Oh XYZ yes, they’re good people. Have you talked to them? Ok, and how do you like them? So, what’s stopping you from doing business with them?”

You see, you can easily use this situation to your advantage. If you are having this or similar conversations, then it’s important to know there’s a reason why they are still on the phone with you.

It means they are still searching for the right person to do business with. Otherwise, they would’ve chosen them already. They haven’t come to a decision yet. They are still thinking, and all you have to do is show them that you understand their issues and pain points, and that you can solve them better than your competitors.

You don’t actually have to say this. Throw out some questions and use them to put yourself in a better position.


Make no mistake, this is all about relationships, psychology and the Know Like and Trust factor. Make sure you avoid the above 27 words in any prospecting or closing scenario, and you’ll find that you will position yourself higher on the scale, and you’ll be more likely to close that deal.


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