Cold Calling: Words to Avoid

If you’re just getting started in the sales process, or if you’re updating your sales procedures in the hopes of getting better results, chances are your cold calling scripts will be getting at least some of the attention.
If so, you may just be wondering what to avoid when cold calling, and in this article, we look at a few words that are definitely not sales friendly!
If you’re ready to learn more about what to avoid when cold calling, in terms of your sales ‘vocabulary’ read on!

When you’re cold calling, your best chance of success is to be self assured, confident, and 100% well versed in what you are selling. If you’re using the word ‘maybe’ in your sales scripts, you run the risk of sounding wishy washy. It either is or isn’t. Pick one.


In fact, any negative, when describing your product or service, is a definite no. You want to list the positive attributes – not the negative. So instead of thinking about what you don’t do, can’t offer, or won’t provide, think about what you do, can and will. Then write about those.


When you tell your client you’re ‘hoping’ for something, you’re not sure, are you? If you’re not sure, then why should they be? Never let a prospect hear that you’re not 100% behind your product, your company or your service, or it’s entirely likely you will lose the sale.


It may sound innocuous enough, but the word contract conjures up all sorts of unpleasant pictures of lawyers, being ‘tied down’ and other negative thoughts. When you’re writing a new sales script, you want to avoid those negative ideas, so make sure that any words like contract that indicate your prospect will be locked in are on your list of what to avoid when cold calling.


We all know people want to pay less for goods and services, but the word cheap just sounds, well, cheap. Think ‘cheap and nasty’ and you have some idea of what’s going through your prospects mind when you say cheap. Stick to ‘cost effective’, ‘value for money’, or ‘highly competitive pricing.’ All of them sound better, and say the same thing, without making your prospect think of badly made, low cost goods or services.

This certainly isn’t a complete list of words to avoid when you are wondering what to avoid when cold calling, but it’s a start. As a general rule of thumb, you should avoid any word that has a negative connotation, even if you use it in a positive way. Consumers tend to hear the negative word, and form a negative connection with your brand, without even realizing it.

Always remember that it’s not only what you say, but how you say it, that determines sales success.

If you’re an introvert and worried about succeeding in a career in sales, don’t. Your natural talents and skills are your breadwinners in the field, and they can easily help you succeed. Don’t consider being an introvert as something that holds you back. Put it in the right frame and perspective and use your talents to move ahead and succeed.

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