Words That Get You NO Sales: Avoid Them in Your B2B Marketing

In the competitive world of B2B marketing, the right words can pave the path to success, while the wrong ones can derail your efforts. While marketers often focus on what to say, knowing what not to say is equally crucial. Here’s a closer look at some common phrases that can undermine your sales efforts, and how to replace them with more effective alternatives.

"We’re the best in the industry"

Why it fails: This boastful claim is overused and often unsubstantiated, leaving potential customers skeptical and unimpressed.

What to say instead: Highlight specific, measurable achievements or unique aspects of your product or service. Consider saying, “Our solution has helped 90% of our clients reduce operational costs by an average of 30%.”

“Our product does everything”

Why it fails: Trying to be all things to all people dilutes your message and makes it hard for potential customers to grasp your core value proposition.

What to say instead: Focus on the specific problems you solve best. For example, “We specialize in streamlining supply chain operations for mid-sized manufacturing companies.”

“We’re just like [competitor], but better”

Why it fails: This approach shifts the focus to your competitor rather than emphasizing your unique value, failing to differentiate you meaningfully.

What to say instead: Highlight your unique selling proposition without mentioning competitors. For instance, “Our proprietary AI technology reduces data processing time by 50%, enabling faster, more informed decisions.”

“Our product is a game-changer”

Why it fails: This buzzword is overused and lacks specificity, offering no concrete benefits to the customer.

What to say instead: Describe the tangible impact your product has on businesses. For example, “Our platform has helped our clients increase employee productivity by an average of 25% within the first three months of implementation.”

“We offer the cheapest solution”

Why it fails: Competing on price alone can devalue your offering and attract customers who are likely to switch to cheaper alternatives.

What to say instead: Emphasize the value you provide relative to cost. For instance, “Our solution offers the best ROI in the industry, with clients typically seeing a full return on their investment within six months.”

“Contact us to learn more”

Why it fails: This generic call-to-action provides no compelling reason for prospects to reach out.

What to say instead: Offer something of value in exchange for contact. For example, “Download our free white paper on ‘5 Ways to Optimize Your Supply Chain’ to see how we can help your business.”

“We’ve been in business for X years”

Why it fails: While longevity can be a positive, it doesn’t inherently communicate value to the customer or differentiate you from competitors.

What to say instead: Highlight how your experience translates to customer benefits. For example, “With 20 years of experience, we’ve refined our process to deliver solutions 30% faster than the industry average.”

Want to Make Your Messaging Really Work? Be Customer-Centric!

- Speak their language: Use terminology and phrases that resonate with your audience.

- Address pain points: Identify and articulate the specific challenges your prospects face.

- Provide social proof: Include testimonials, case studies, and data that build credibility.

- Quantify benefits: Use concrete numbers and statistics to illustrate your value.

- Personalize: Tailor your messaging to different roles within the buying committee.

By avoiding these common pitfalls and focusing on customer-centric messaging, you can significantly improve your B2B marketing efforts and drive more successful sales outcomes.

Share ahead with the #B2B community if you resonate with these thoughts.