Whether you’re cold-calling a lead over the phone, writing a marketing email, or pitching to an audience at a forum, there are some common phrases you should simply never say if you plan on the conversation going well at all.

As salespeople and marketers, we have to move on from the cliches and old-fashioned tactics of sales pitching. Thanks to digital advertisers’ pervasive presence throughout all layers of the internet, consumers have become far more aware of sales language and tactics than ever before. Experts estimate that the average American is exposed to somewhere between 4 to 10 thousand ads per day.

This means that now, more than ever, you must be careful about the way you present your sales pitch to prospective customers. One spammy buzzword, and they will dismiss you faster than you can say, “but wait, there’s more!”

So, what’s the secret? How do you get your leads to listen to your sales pitch without turning them off?

Avoid using the overused sales phrases that well-meaning salespeople incorrectly believe will help them gain trust and confidence from customers. These phrases, a few of which we’ll discuss in just a moment, trigger an automatic negative response in listeners’ minds.

The words you use matter. Each word carries its own weight and connotation, which influences the first impression your prospects will be subconsciously forming of you as you speak.

In this article, we will discuss these 5 key phrases that you should avoid using when pitching yourself and your business:

1. “I would like to…”
2. “I’m just checking in…”
3. “Sorry to bother you…”
4. “Can I…”
5. “We are the best/most…”

”I would like to..."

There are some different variations to this misguided choice of words, but the idea is all the same – you’re worried about yourself, not the customer.

“I would like to tell you about a really great deal we have going on right now…”

“I want you to have the best coverage money can buy…”

“I need you to fill out this survey for me…”

Please rest assured that whoever you’re talking to does NOT care about you or what you want.

They have no interest in catering to your needs or desires. They don’t care if you want to tell them about your product or service. They don’t care if you would like to have them as a client. They don’t care if you’re trying to meet your quota. They just don’t care.

You contacted them. You should be trying to cater to their needs. You’re reaching out to them because you believe you have a solution to a problem they have, and they ought to know about it.

Your choice of words should establish a very clear goal for contacting this person, and that goal should be focused on them, not you.

You may disagree and think that these introductory clauses are nothing more than just innocent attempts to sound polite while communicating a call to action.

You’re wrong.

The fact of the matter is, this poor choice of words can very quickly spoil the prospect’s perception of you. By using the words “I” and “me” too much, what you’re really telling them is that you’re not interested in them or their interests.

Instead, try saying things like,

“You want to save money, and that’s why this deal is perfect for you.”

“You need quality health insurance that covers more than just the basics…”

“When you submit this survey, you’ll receive a $10 coupon…”

“I’m just checking in….”

This just sounds too suspicious. Everyone knows that you aren’t “just checking in”.

Old friends check in with each other. Parents check in with their children. Doctors check in with their patients.

Salespeople do not just “check in” with customers.

And if you think people don’t know that you’re a salesperson, you’re wrong.

It’s safe to say that nothing puts people off more in a conversation – solicited or not – than feeling like they’re being lied to. Don’t start off with a lie. Be more authentic.

What should you say instead? Almost the same thing, but with more honest implications:

“I’m following up…”

This is a much more commanding phrase that lets the listener know exactly why you’re contacting them and shows that you aren’t trying to fool them. People tend to ease up a little on their defense mode when they feel like you’re being straightforward and transparent with them.

Plus, this phrase holds the person’s attention a little longer. “What is this person following up with me about? We must’ve spoken before…?”

However, remember that “following up” isn’t just a spontaneous decision. Part of what will build rapport with your potential customer is demonstrating your professionalism. If you need to plan a second or third call with a prospect, verbally determine a specific time that you will follow up with them, even if you’re just leaving a voicemail. Then, actually follow through with that plan.

Research shows that about 80% of sales happen after 5 follow-up calls. So be persistent! But don’t feel like you have to follow-up with everybody. Statistically speaking, only 50% of your leads are going to be a good fit for what you’re selling.

Most importantly, be intentional with how you communicate with your prospects. Plan, set reminders, and follow through with commitments. Not only will you appear more competent and honest, but you will also be able to more efficiently keep track of your leads.

“Sorry to bother you.” Never begin your pitch with an apology.

By doing so, you surrender any respect you may have had and you put the prospect in a victimhood mindset right from the get-go.

Not only that, but you’re insinuating that you’ve done something wrong and you know it.

You’ve done nothing wrong, so long as you have a good reason to be contacting the lead. So, prove to them that you have a good reason to be contacting them.

Speak with confidence, not weakness. People respond to authority. If you convey timidity, the prospect will be quick to dismiss you.

First impressions are everything. You need to convince your lead in the very beginning that you have something important to share with them. Carrying certainty in your tone, without sounding arrogant, can positively influence people’s trust in what you’re saying.

“Can I…”

“Can I send you some information?”

“Can I tell you a quick story?”

“Can I call you back another time?”

Two questions: Why are you asking for permission? What makes you think they will respond with anything other than “no”?

This relates heavily to apologizing. Who’s in charge here?

You? Or the lead?

Let’s be very clear.

Nobody likes to be bothered. Requesting approval to bother them some more (which is usually what salespeople ask permission for) is ridiculous at best.

You already have their attention. Don’t waste it by pointlessly asking for more attention. Get to the point!

Instead say something like…

“I’ll send you some more information about this so that you can make an educated decision.”

“I’ll share an example with you...” (Note: Nobody wants to hear a story. Stories are long. “Example” sounds much nicer.)

“Sure. I can give you a call back tomorrow at 1:30.”

“We’re the best…”

Everyone says they're the best, the most, the highest quality.

“We provide the best insurance coverage…”

“We’re the most trusted auto shop in…”

“The World’s #1 coffee”

Don’t be lazy.

Superlatives are so overused and abused by marketers that they’ve lost all meaning to the average consumer.

If you’re going to claim you’re the best, you better have some good, hard evidence to back that up.

Otherwise, you may end up doing the exact opposite of what you intended.

While you may have been trying to build trust in your brand, many people will actually become more skeptical of it. Someone who makes baseless claims as a cheap way to try to gain rapport cannot be trusted.

Instead, try to hit on your most important selling points. Tell the potential customer why exactly they need your product or service. Focus on the benefits, not just the features. Paint a clear picture for them of what it would be like for them to have your product or service.

If you can, personalize your messaging based on what you know about your audience. 72% percent of consumers say that a lack of personalization reduces their trust in brands. 36% say it significantly harms their trust.