I hate clichés! I have always really had an aversion to them – and for good reason. They lack any real value and in the end say nothing. They are just words that have been so overused that no one listens. They get lost, and I believe that they can inhibit sale because they are empty.
I have been asking people for a while what their least favorite sales clichés are, and I am now proud, excited, and amused to announce “Todd’s Prohibited Sales Cliché List of 2012.” The best part of this list is that it is not exhaustive. I am SURE that there are many, many more out there, and I invite you to share them with me.
Ready? Here are my top seven in order of how nauseous they make me.
- “Trusted advisor.” Seriously? I think this one is the worst. People who have anything to say about anything tell me that they want to be my “trusted advisor” – and after only ONE meeting! I can’t help but wonder What makes you think that any of my trusted advisors are people that I meet right away OR that I don’t know very well? Recently, I was at a networking event and I met a fellow selling insurance plans who said to me that he had THE “secret to sales.” Needless to say, I was quite intrigued and asked him what it was. He looked at me with a perfectly straight face and replied, “I am everyone’s trusted advisor.” He then went on to let me know that he had heard that term recently in sales training and was “told” to use it with everyone.
- “Let me be honest” and all of the derivations, including “To tell you the truth” and “Let me be frank.” What more can I say about the obvious pitfalls of using this and actually trying to keep a straight face? Do I look like someone who wakes up and says “I want to buy from someone who is dishonest”?
- “Just between us.” UGH. This has slimy written all over it and reeks of insincerity. It then gets worse and worse with the sexist overtones such as “Just between us boys” when the audience is both male and female.
- “Let me be sincere.” See number two. I feel like saying “Actually, I will feel much better if you are insincere with me.” I am so much more likely to buy from you or hire you. NOT. If you tell me that you are being sincere or honest, then I automatically think you are not or that what you are saying is suspect.
- “I know….” This one is a bit more delicate and subtle. When conducting a sales campaign or a job interview or any conversation, the timing of this term is critical. If you use it too quickly, you seem as if you are not listening, and it is a way of getting your words in at the wrong time. Many times the use of “I know” indicates that you may not be listening as closely as you need to be, and it becomes a cliché and not a statement of fact.
- “Paradigm shift.” I first heard this in the ’90s. It made me think then. It makes me kind of ill now. It is a contrived term that just makes people look at you funny and think, “What the heck did he just say?”
- “I’m laser focused.” NO – I want to you to be only partially focused on the situation at hand. Please give me only some of your attention. Will full attention cost me more?
Want to have fun? The next time you are dealing with someone, count the number of times you hear these clichés and tell the person speaking that you want a discount for each occurrence. See if you can get to the point where the person will pay you to buy from him or her!
There you have it. Seven of the worse sales clichés I know…and there are literally hundreds of them. I am a strong believer that when you use these terms, they weaken your sales campaign and you as a person. So how do we make the same points and not use these awful terms? It’s simple – listen more, and just have a conversation and an exchange like you would with anyone you don’t feel you need to be “on” for. In other words – be yourself, and people will be more comfortable with you and more likely to buy, hire, or engage you.
17 Comments
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Just had to acknowledge you on the sales clichés as I can’t stand them also. The “let me be honest” really is horrible and has to go.
Not so much a sales cliché but “at the end of the day” really is getting out of hand because it’s just being used by everybody and it’s so awful! I almost want to vomit when I hear it! Somehow , it’s gained “traction” (another stinker) lately and I just can’t take it anymore. For some reason people think it’s cute or something but it’s just so overused—must be banished from the cliché universe!
My opinion for worst all time cliché in the English language is…”Best thing since sliced bread”!
Regards,
BC
I actually heard this week someone who’s not a car salesperson say “what do I have to do to get you to buy today?”
oh no!!
I hate when people say “We need to look at this holistically.” I’d rather they cut it into small pieces and look at each piece individually.
Quick and dirty….or….right in our wheel house
‘ quick and dirty’
I love this newsletter. Here are some that I hear at work:
“This is going to be a game changer”
“Right church wrong pew”
“Its truly a Win Win”
“It’s a done deal”
“It’s plug and play”
Thank you!
Noelle
Todd,
Here’s one that makes me walk (or run) away: “Trust me.”
What an annoying, pointless comment. If I know someone well enough to trust him, he won’t ask for (or demand) trust. If I don’t know him well enough, saying this won’t help—in fact, it likely will do just the opposite.
Your blog is always a thoughtful read, Todd. Keep up the good writing.
No, Larisa, I agree 110%!!
Another variation on “Let me be honest” is “Opening our kimono”
And if you are going to say ‘Win-Win”, please put in the effort to understand how I win also.
I hadn’t heard “opening our kimono,” but my instant reaction to that is “Eek!”
I know….its scary!
I really enjoyed this, Todd! I’m going to share it with some of my business friends.
So true! Great article. Thanks for sharing.
I have to just say….Really! Great article. Who uses these anymore? and Why? Thanks for the Thursday laugh.
Heather
Just between us boys, let me be honest with you. You should make a paradigm shift and look to me as your trusted advisor.
Seriously, thanks for the laugh. I’ll be watching to see how often I hear these comments. Have a great summer. Go Phillys.
Doug
Thank you for the great remarks.
I agree with you 100%.
Be yourself- is my Motto.
Best regards.
Larisa.