7 Small Words That Make Big Difference in Sales

You’ve certainly been in the situation when the incorrectly worded phrase offended your interlocutor or brought the results totally opposite to the desired. And you’re also well aware of the fact that even not very beneficial offer can appear incredibly seducing when described using the right words and phrases.

Today, words are key tools not only for novelists or poets. Thousands of businessmen and salespeople learn to tame the great power words possess and turn it in the necessary direction. It’s high time you discovered the simple words and techniques that work magic in closing deals.

The key point here is, there are no magic spells or new vocabulary to learn - just the usual words or phrases that nevertheless persuade your interlocutor to take the desired action when used in the right context and setting. Intrigued? Then, let’s get directly to the point without further delay.

“You” instead of “I”

No matter what you’re speaking about, try to always focus on the person you’re talking with, and therefore “you”, “your” should dominate in what you say. Even when speaking about your company or product features, think about transforming the sentences to fit this formula. It demonstrates that you care about your prospect, and adds personalized touch to whatever info you’ve got, which reportedly increases sales.

“And” instead of “But”

This seemingly trifle replacement that is hard even to notice at the first sight, can actually make a big difference. Take a look at the following sentences:

‘I understand what you mean, but let’s look at the other side of this issue.’

‘I understand what you mean, and let’s look at the other side of this issue.’

Using the first sentence you sound as if trying to contradict the other speaker, which makes him/her instinctively stand on the defensive. The second example, however, just keeps the conversation flowing and makes him/her feel that you’re on the same side. This creates positive background and spurs to making decisions in your favor.


“What” (why, when, where, how) instead of “Do” (shall, would)

As proven by specialists, specific questions starting with W-words that call for an open answer are much more productive in sales, since they provide an excellent opportunity to learn more about the person, their needs and preferences, and thus maximally personalize the offer. On the contrary, general questions with do, shall, would
etc. in the beginning usually are answered with “Yes” or “No”, and don’t facilitate the conversation.

Consider these examples:

Do you agree with me?

What do you think about it?

While essentially asking the same, the second one will let you get more information from your interlocutor, so even if he/she doesn’t agree with you, you will learn why and be able to provide arguments to show the issue in different light.

“Opportunity” instead of “problem”

Psychologists recommend to avoid the words with negative meaning, like “problem” in our case and replace them with something neutral or positive. Even the usual “No problem” in response to a thanks should be better worded as “You’re welcome” or “My pleasure.

“You do…?” instead of “Do you…?”

Essentially, the trick is in using affirmative constructions with questioning intonation when you need to ask a question. According to many psychologists, this slight alteration of the construction can help you kill two birds with one stone. First, used at the beginning of a conversation it makes your prospect agree with your assertion and intuitively prepares them to do the same further on. Secondly, it can be used as part of the “Yes-set” (a person is asked a series of trivial questions that predetermine the answer “Yes”, and then when the key question is asked, they instinctively want to continue the pattern and respond positively.)



This simple word is actually a strong power word extensively used by marketers, and is proven to bring good results. Being one of the five most persuasive words in English, it instantly answers the question “Why do I need this?”. This is said to work better than lengthy explanations in a few sentences after the initial statement because it provides the crucial info at once. Well, it never hurts to try.


This word can turn your potential client into a protagonist of the story about the better life that is possible thanks to your product or service. So, instead of passively perceiving the traditional list of benefits, he/she will be actively participating in the process and is more likely to wish that imaginatory events come true.

The changes and words described above may seem too subtle to make any difference, but they can be exactly the drop that will weigh the scales on your behalf. However, even though the alterations in everyday phrases seem easy, they require training to master and then use them automatically.

Have you got your own power words or phrases that work like a charm? We are anxious to learn about them, so feel free to share your ideas and recommendations in the comments below.

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