The words and language that we use in communicating with potential prospects impacts our ability to excite them about the topic at hand and close the sale.

That’s why I usually don’t believe too much in following a script because every single word we use matters. If you’re communicating over email, then you have time to think about how to incorporate these trigger words into your message.

Different words trigger predictable behaviours in people. Some encourage listeners to open up and let down their guard. Others create resistance and cause audiences to become defensive.

That’s why there are also so many books out there on psychology for sales people. It’s important to understand which words to use when pitching to a prospect.

To help you improve the tone and outcome of future client-facing scenarios, here is a list of trigger words that will encourage customers to react more to your sales pitch.

1. Avoid

Wait…why would you want to use a negative word while you’re trying to close a deal?

Nope not negative at all. Use this word to your advantage when talking to a prospect. Here’s an example:

“Avoid waiting days for an inbound lead by leveraging our affordable outbound implementation”

“Avoid terrible customer support and slow response rates from other web hosting companies”

This word is so powerful when you use it in a way that puts you in an advantage.

With the word “avoid”, you aren’t telling the prospect to avoid a specific company, we’re just telling them some of the things they don’t want to see happen to their company.

2. Fix

Another one of my most favorite trigger words to use in my sales messages. I usually like to use this trigger word after understanding my customer’s challenges and pain points.

Then we can offer them a solution that can fix their problem.

When you suggest you have a way to “fix” the issues they face, you earn a captive audience. At the end of the day, even though customers are attracted to exclusive deals and big, shiny offers, they are most loyal to businesses that fulfill their basic needs well.

The first step to using this trigger word is identify what they’re struggling with. It won’t be the same with every different customer, but if you take the time to listen to each individual one, you’ll realize that they’re all struggling from some sort of problem that needs to be “fixed”.

Offer them a solution that can “fix” that problem.


Put prospects in an optimistic mindset by asking them to imagine the opportunities they may have if they purchase your goods.

Ask them to imagine how your solution will help make their lives 10x easier. Ask them to imagine how your solution can help them achieve their goals.

Having a potential customer imagine results that they can achieve with your solution is much easier than just selling them on a pitch.

The fact is that people buy better versions of themselves. When they are able to imagine how your product or service helps them be a better person or professional, you will have them hooked.

4. Save

This is one of the bread and butter trigger words that all types of companies can use.

Think about all those coupons you receive in the mail. They all tell you to “save”. That’s a big reason why we go and purchase from the store, because we can save money in the long term.

A great way to sell annual plans to your product is using the word “save”. A good chunk of SaaS companies apply this strategy on their pricing table for annual plans.

“Save 20% if you purchase the annual plan at XX price.”

One that we use is “Save 3–4 hours of manual lead researching time by using GrowthOK

Who doesn’t want to save time and be more productive?

5. We

Didn’t think of this one did ya? When you’re working with a potential customer, it’s not only about you or about them, it about you two together. This is where “we” kicks in.

“We can achieve XXX results together”

Referencing the project as a joint effort and repeating the word “we” puts prospects in a team-oriented mindset. Believing that all parties are invested in a mutually beneficial relationship, buyers begin to exhibit cooperative behavior.

6. How does that sound?

This is such a powerful phrase in sale. You can use this to keep the conversation going when you are uncertain about something. Instead of guessing, you can offer the prospect a solution and then ask them how does it sound.

I hear a lot of sales people using the phrase, “Does that make sense??” That makes the prospect sound like a moron, which you don’t want. You want to respect the prospect. You can explain your product some more and then ask them how does the offer sound.

Feel free to get creative with this phrase, but it’s much better than looking down on your prospect with a phrase like, “Does that make sense?!”

7. Free

No I’m not asking you to give your product away for free or to offer free services, BUT think of using it this way:

“Guarantee that you will achieve 2x results or it’s free”

“Free upgrade after your 3rd month”

“Purchase our annual plan and get 2 months free”

These words make people think twice when navigating to the checkout page.

Here’s an example. There’s a mailing client that I love. My free trial ran up and now it’s time to upgrade. Normally, I would only upgrade to the basic monthly package, BUT I noticed that right before I check out it says, “3 months FREE if you pick the annual option.”

I love the software enough to upgrade anyway, so 3 months free? Heck yes.

8. Premium

Who doesn’t want something special in their offer? Everyone wants to feel special and premium is the perfect trigger word for it.

Labeling a product or service as premium might intimidate those who aren’t looking to spend more than they need to, but “premium” works especially well with words that indicate low prices, such as Premium Package or Premium Deal.

When paired with the right words, “premium” creates a sense of scarcity that encourages action.

“This premium package is only offered to a selective amount of customers”

“This premium offer only lasts for 24 hours, purchase now!”

9. Results

People love to see results. I know I do and I’m pretty sure you do as well.

Seeing that the product or service promises fast results or even guaranteed results, we sometimes can’t help but jump at the unbelievable opportunity.

Combine words that I mentioned in this article such as “Imagine how these results can help you grow your company”

Tell your potential customers the results that they can expect to see. This will put you in a better position in the sales process.

10. Help

My favorite trigger word of all time. Using the word help can help you close A LOT more deals.

Ask your customers how you can offer them help and then LISTEN. You’ll be surprise at how much information you can soak in from that.

You might be able to discover pain points that your prospect is experiencing that you would’ve never thought about.

I know I come across that all the time.

You can also offer help to people. People always like to be appreciated and offered help.

11. Guarantee

Ever wonder why you see so many “Money Back Guarantee” around the web? That’s because the word guarantee is powerful. It helps build trust with strangers and prospect that never heard about you before.

People usually much rather purchase from an existing company with a track record that they already have a relationship with, but if you’re just starting off, this might be hard. That’s why if you guarantee results, then prospects can start to build trust with you.

Some of the powerful ways to use this trigger word is by using it in a phrase like:

“30 day money back guarantee”

“Guarantee results or its free”

12. Now

Sales is about urgency and the word “now” is one of the best ways to create a strong sense of urgency.

“Sign up now and you’ll get lifetime access”

“Call now and you’ll get this trip FREE”

All of those work really well in sales calls and emails. We know that sales process can be long and tedious. By adding words like now, you can push the sales process forward and hopefully close the deal.


There are a lot more words that you can use to improve your sales process and supercharge it some more, but these are my most favorite ones of all time.

Make it a habit to add these words to your sales calls and emails.

If you’re looking for highly targeted and qualified sales leads, then reach out to us at GrowthOK

Author: Wilson

Wilson is a 3x entrepreneur and founder of GrowthOK. He loves and breathe entrepreneurship, growth, sales, and has a strong passion for crypto and blockchain related topics. You can follow him on Twitter @itswilson8

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