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4 Thing you MUST NEVER say to a Customer

by Rus Sells
11 replies
I'm going to give you just a few tried and tested pieces of advice. Having run our businesses for 25 years we learned early that there are 3 things you should never say to a client or prospect.


Listen, these tips are meant to make you think... to get your creative juices flowing. It can take months or years to win a new client, but only seconds to lose them.


Bad Word #1: SELL
Bad Word #2: TECH SPEAK
Bad Word #3: A LIE
Bad Word #4: OUTSOURCE


Bad Word #1: 'SELL'
NEVER SELL! EVER.
Never, ever, ever, ever (is that enough?) use the word "sell".Never say you're selling ANYTHING.
Especially if you are in the Internet business.
People HATE to be sold to.
They will avoid you at ALL costs, and even if you COULD really help them, they'll turn you away - JUST
BECAUSE THEY DON'T WANT TO BE SOLD TO!


Bad Word #2: ANYTHING TECHIE
If you've spent any time on the Internet, you probably either know about, or have at least heard terms like:
web site
html
css
wordpress
cms
jpg
blog


Bad Word #3: A LIE
It should go without saying, but honesty is a MUST if you intend on staying in business.
DON'T promise the moon.
Be open and trustworthy.
Don't tell a client you'll guarantee they will be number one on Google because you don't control Google!



Bad Word #4: 'OUTSOURCE'
NEVER USE THE WORD 'OUTSOURCE'.
Look, I have friends ALL over the world. Today alone I was in touch with people across the U.S.,
in Australia, India and England. I'm not some big international man of mystery, it's just that the
world is so interconnected now that it's easy to have contacts around the globe.
#customer #thing
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  • Profile picture of the author Claude Whitacre
    Originally Posted by Rus Sells View Post

    Bad Word #1: SELL
    And when talking to a prospect/customer...never say that you are selling..or that you sold someone.
    They bought from you...you helped them...but if you say you sold them, it's almost like saying you cheated them.


    Even when I get the "compliment" of "You're a great salesman", I never acknowledged that it's my talent. I say "I'm just fortunate that we had what the person needed" or "I'm lucky that I have access to the best products".

    When someone says "Your great at selling" it's a way to attribute their desire to buy to your "Power of persuasion" ....distancing themselves from buying.

    I know that because, when I used to hear it when selling, they rarely bought. The "compliment" was the beginning of them talking themselves out of buying. So I learned to redirect the conversation to reasons they like the offer.

    Instead of saying "I sell a lot of..." say "These are in great demand". See how it transfers the credit to the product...and also positions your offer as something everyone wants?

    Never accept credit for making a sale. It's always the customer's smart shopping or the product's great features that caused the sale.


    Good stuff.
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  • Profile picture of the author jmosticc22
    These are all great points especially for starters, really these apply to most businesses out there. No matter what kind it is or who your customers are avoiding the said aspects will help you immensely.
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  • Profile picture of the author aduttonater
    There are many other words to avoid as well. So just try. You don't want to try, you want to be certain that you will.
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  • Profile picture of the author naviown
    Bad Word #1: 'SELL'
    Instead of saying "I sell a lot of..." say "These are in great demand". See how it transfers the credit to the product...and also positions your offer as something everyone wants?
    This is amazing! There are so many gold nuggets hidden in the replies. It does make a huge impact, just by reading it, I perceived it as way more positive.
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  • Profile picture of the author cearionmarie
    I'm sure these aren't the only words to avoid, but you have highlighted the most important ones. This is also an important refresher as one tends to forget something so basic after quite some time.
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  • Profile picture of the author Medon
    Good pieces of advice. The idea is to transfer credit to the product. It makes potential customers know that you are dealing in a great product. They get convinced that the product will give them value for their money. That it will serve the purpose. But when you use the words "I sold', It refers to your effort. The product may not be as good after all.
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    • Profile picture of the author Claude Whitacre
      Originally Posted by Medon View Post

      Good pieces of advice. The idea is to transfer credit to the product. It makes potential customers know that you are dealing in a great product. They get convinced that the product will give them value for their money. That it will serve the purpose. But when you use the words "I sold', It refers to your effort. The product may not be as good after all.
      Never accept credit for them wanting to buy. But always spread the credit for their purchase, and their previous purchases.

      And, as a personal example, a customer says "Why are you selling this brand?" you have to answer in a way that shows benefits to the customer, even if it sounds like you may be praising your company...like this...

      "Why do you sell this brand?"

      Me "Well, for purely selfish reasons...they have great customer service. I can get parts for repairs with just a phone call, and they are great about covering repairs under warranty. Consumer Report is always saying great things about this brand, and it's free advertising for us. And after selling this brand for 35 years, the"word of mouth" is so positive, most of our customers are past customers, that appreciate our customer service."

      See? To a layman, it sounds like I'm talking about myself a little....but I've injected several great benefits to buying from this company..and buying from us...but it just sounds like I'm explaining why we sell this brand.

      By the way, it helps if it's all true. And it is...even if my answer is structured.
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  • Profile picture of the author Jeffery
    I never say "The product works as advertised" unless I created the product and advertised the product.


    P.S. Also, I never say "My wife said so"
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    • Profile picture of the author WF-Cody
      Originally Posted by Jeffery View Post

      I never say "The product works as advertised" unless I created the product and advertised the product.


      P.S. Also, I never say "My wife said so"
      This. Definitely something that makes me hold back on a purchase when i see this on their descriptions/guarantee.

      Lots of good points on this post.
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  • Profile picture of the author onlinemarketing88
    HI Friends
    "Much of the time, the number one thing the customer is looking for is an apology. Always start with sorry, and mean it. Even if you're not at fault, you can still empathize and feel sorry for the way the situation is making the customer feel."

    Don't Lie
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  • Profile picture of the author King Manu
    Great post!

    I would also like to add "one time offer".

    Rarely something can be bought ONLY at that specific time and place with that price. Yes, you can have a special offer or limited time discount, but one time offer? No one is going to buy it, pun intended.
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