Phrases That Kill a Sales Conversation and What to Say Instead
The difference between the right word and the almost right word is the difference between lightning and a lightning bug. A few common phrases quietly shut conversations down.
Phrases that kill sales conversations include: It is just our process, You don’t understand, To be honest with you, Trust me, I just wanted to check in, and Does that make sense? Better alternatives sound more helpful and curious, such as Let me walk you through how we support you, Help me understand your concern, Here is what I would recommend and why, and What questions do you have?
Mark Twain said that the difference between the right word and the almost right word is the difference between lightning and a lightning bug. In sales, small word choices change how a conversation feels. The same message can sound helpful or defensive depending on how you say it.
In my objection training I use a simple example: you can say it is just our process, or you can say let me walk you through how we support you from day one. Same process. Totally different feeling.
Common phrases and better alternatives
- Instead of “It is just our process,” say “Let me walk you through how we support you from day one.”
- Instead of “You don’t understand,” say “Help me understand your concern.”
- Instead of “To be honest with you,” just be honest. The phrase makes people wonder about everything else.
- Instead of “Trust me,” show the result: “Here is what happened for a similar client.”
- Instead of “I just wanted to check in,” bring something useful: “I thought this might help with what you mentioned.”
- Instead of “Does that make sense?” ask “What questions do you have?”
- Instead of “Our price is our price,” ask “What are you comparing us to?”
- Instead of “This is the best product,” ask “What matters most to you?”
Why these phrases backfire
Most of these phrases put the buyer on the defensive or signal that the seller is protecting themselves. It is just our process sounds rigid. You don’t understand sounds like an argument. Trust me asks for something that has not been earned. Does that make sense? can sound like you are checking whether they are smart enough to follow you.
Imagine telling a prospect, you just don’t get it, this is the best product. Nobody wants to be overcome. They want to be understood.
Choose curious words over defensive ones
The best alternatives share a pattern: they are curious, helpful and focused on the buyer. Questions such as help me understand, what matters most to you and what are you comparing us to invite the buyer to share more, which helps you respond to what actually matters.
Replace empty check-ins with value
I just wanted to check in is one of the most common follow-up lines, and one of the least useful. It asks the buyer to do work without giving them anything. Bring something each time: an idea, a relevant result, an answer to a question they asked. See How to Follow Up With a Prospect.
Word choice is part of my sales keynote, You Are Capable of More Sales. See also Nobody Wants to Be Overcome and How to Handle Price Objections.
Small word choices change how a sales conversation feels. Replace defensive phrases such as it is just our process, you don’t understand and trust me with curious, helpful ones such as help me understand, what matters most to you and here is what happened for a similar client.
Frequently asked questions
What should salespeople never say?
What should you say instead of “just checking in”?
Why does word choice matter in sales?
Is “does that make sense” bad in sales?
You Are Capable of More
A No-Excuses Guide to Becoming Your Best Self. The bestselling book behind Chris’s keynotes and the 2026 Paris Book Festival winner in the How-To category. Many teams hand a copy to every seller at their kickoff.
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