Welcome to “The Pipeline” — a new weekly column from HubSpot, featuring actionable advice and insight from real sales leaders.
Top salespeople are successful because they sweat the details. They probe for pain, help their prospects, and run effective sales calls. They listen closely to what their prospects say, effectively determine the right solution, and ask for help when they need it.
Top reps are articulate, assertive, and direct. And most importantly, they don’t use “weasel words” — words or phrases that subliminally undermine their credibility.
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As a salesperson, you might let one of those phrases slip from time to time to seem flashy or important, but prospects can see right through them — undermining the trust you're developing and impacting your ability to close. Every word you say to a prospect is an opportunity to bolster or weaken your credibility, so top salespeople choose their words carefully.
page. You should be able to explain these concepts in a simple way, so do it! Using jargon might make you feel smart, but it’s just going to confuse your prospect.There’s too much chance in sales to risk screwing up a deal because you chose your words sloppily. Always aim to be open, honest, and forthright — and avoid words and phrases that will endanger your prospect relationships and your reputation.6. “We don't normally do this, but … ”You might think that you‘re impressing your prospect with this one. On the surface, it kind of seems like a little "wink-wink, nudge-nudge" that makes them feel special — like you’re telling them, “I like you more than our other prospects.”But prospects can see through this trick. They immediately wonder, “How many people have they said this to?” It‘s a particularly weaselly "weasel word." They’re not going to feel cool because you‘re claiming they’re getting special treatment — they're going to roll their eyes.Leave “Weasel Words” at the door.The phrases listed here are all underscored by some common themes — namely, they're all cheap and they all reflect a lack of faith in your sales acumen and value proposition.They reflect a certain insecurity — showing that you have to resort to tricks and gimmicks when trying to develop the trust you need to successfully navigate a sales engagement. And in doing so, you wind up undermining your authority and coming off as sleazy or incompetent.Avoid these phrases, and instead, project sincere confidence in your ability and offering. Speak directly, empathetically, and assertively — and establish yourself as the valuable, consultative resource prospects will ultimately want to buy from.
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