Why it’s time to toughen up.
By Brian Sullivan
If you’re in sales, especially medical distribution, you’ve probably sat through more than your fair share of sales training. You’ve likely been told a million times that your words matter. But here’s the thing: how you use them matters even more.
I’m here to talk about a sneaky little saboteur in your sales pitch: wimpy words. You know the ones – those meek, non-committal phrases like “sort of,” “kind of,” or “maybe.” If you’re slipping these into your calls, emails, or meetings, you’re killing your own message before it even has a chance to get off the ground.
Let’s be real – if you’re saying you “sort of” recommend a product, why should anyone “definitely” buy it? Sales is all about confidence, clarity, and conviction. If you’re hedging your bets with weak language, you’re losing that crucial edge that separates the closers from the chumps.
Why Do We Use Wimpy Words?
We use weak language because we don’t want to sound too aggressive or be wrong. We want to leave ourselves an escape hatch in case the prospect isn’t interested. But in reality, we’re just sabotaging our message.
Let me give you a recent example: I had a virtual meeting with a guy trying to sell me some software product. We jump on the call, and what do I see? This guy has his baseball hat on backward like he’s about to drop some bars instead of closing a sale. And every other sentence? “Well, we sort of help companies streamline their process” or “I kind of think this might work for you.” It got so bad I started thinking I should’ve taken a shot of booze every time he said sort of. By the end, I wouldn’t have remembered the product, but at least the call would’ve been entertaining.
Point is, if he didn’t believe in what he was selling, why on earth would I?
Words to Avoid Like the Plague
Here’s a quick hit list of words and phrases you need to exterminate from your sales vocabulary immediately.
- Sort of
- Kind of
- Maybe
- I think
- Probably
- I guess
- Just (as in “I just wanted to check in…”)
If you catch yourself using any of these, take a deep breath, and say what you mean. The only thing these words accomplish is to soften your message. It’s like trying to land a punch in a pillow fight – no impact, no power.
Cut to the Chase
One of the best ways to rid yourself of wimpy words is to practice cutting your sentences down. We often use weak language because we’re dancing around the point, trying not to offend, or we’re unsure. Sales isn’t the place for that.
Try this: When you’re prepping for a sales call or email, write down exactly what you want to say. Then, take a red pen to it like it’s your ex’s last text. Cut out any word that doesn’t add real value.
Example:
- Wimpy: “I think our product might be a good fit for your practice, if that makes sense.”
- Strong: “Our products/services have driven real results for organizations like Mayo and Cleveland Clinic.”
Flip the Script on Doubt
If you’re worried about coming off as too aggressive, flip the script by turning uncertainty into curiosity.
Instead of saying, “I think this might work for you,” try, “Based on what you’ve shared, this solution seems like a strong fit – what do you think?” Now you’ve taken the focus off your insecurity and opened the door for dialogue.
Use Fewer Words, Make More Impact
The fewer words you use, the more powerful your message becomes. So, if you’re thinking, “Well, I guess this product sort of improves patient outcomes,” stop. Instead, try: “This product’s main benefit is it improves patient outcomes by __________” (back it up with real data and now you’re really “showing off.”)
Trim the fat. Your audience cares about clarity, confidence, and results.
Own Your Statements
Let’s be clear. Questions are almost always more effective than statements. But when it’s time to use statements, here’s the golden rule: if you don’t believe what you’re saying, no one else will either. Weak language communicates doubt and lack of authority. In sales, authority matters. You’re the expert. So, own your statements.
Let’s try this on for size:
- Wimpy: “I think this probably might work for you.”
- Strong: “Based on what I have learned, I believe this product would be able to _______. And here’s why.
Or even better:
- Wimpy: “I was just hoping to check in and see if you might be interested.”
- Strong: “Let’s talk about how this can make an impact for you.”
How to Practice Confidence
So, how do you get rid of wimpy words for good? Practice. Start paying attention to your language in everyday conversations, not just during sales calls. The next time you say, “I kind of want pizza,” catch yourself. Do you want pizza or not? If you do, say it like you mean it.
Then, bring that confidence into your professional life. Record yourself practicing a pitch. Are you hedging? Are you using phrases like “just wanted to” or “maybe”? If so, cut them. You’ll be amazed at how much stronger your message sounds.
Final Thoughts: Toughen Up
Sales is tough, and it’s not for the faint of heart. If you want to succeed, you need to toughen up your language. Wimpy words are like throwing soft punches – they might get you a “nice try,” but they won’t land you the sale.
So, the next time you’re on a call or writing an email, ask yourself: Am I communicating like a sales champion or am I hedging my bets? If you’re hedging, go back and rewrite. Your message should be sharp, direct, and full of confidence – just like you.
Brian Sullivan, CSP, is the author of “20 Days to the Top” and a leading voice in the field of sales training and development. He believes in the potential of every salesperson to achieve their best and continually challenges sales professionals to reach new heights. Visit him at www.preciseselling.com.