One Word That Instantly Kills Your Credibility
Killing Your Credibility
Over the years, as a seasoned sales professional and marketer, I’ve seen more salespeople and companies pitch their concepts than I can count. After conducting hundreds of interviews with customers about how they use various products and services and respond to marketing messages, I’ve polished my ability to see telltale signals of falsehoods and omissions. This experience has given me unique insights into the impact of language in sales and marketing, particularly the word ‘actually ‘.
Based on that experience, I’d like to tell you a little secret about a word you should quit using right away. The word ‘actually’ can have unintended negative consequences in your sales pitches and customer interactions. It can undermine your credibility, create confusion, or even lead to misunderstandings. Understanding when and how to use this word is crucial for effective communication.
It’s “actually.”
For the seasoned listener, “actually” is a dead giveaway of an area that, at the very least, warrants further investigation and may indicate dishonesty. Let’s delve into a few more examples to illustrate this point.
Let me clarify. When you utilize the word “actually” correctly, you’re comparing two ideas and adding an explanation.
For example:
“Did you go to the store for milk?”
Response: “Actually, I stopped at a gas station.”
In this case, it’s easy to see why someone might use the word. The initial question implied that you went to the store, but you may believe that something other than a gas station is a business. In your mind, you are comparing and rationalizing your decision to stop at a petrol station instead of a grocery shop.
Returning to the business setting: Extraneous words in a sales presentation or investor pitch must be included. They subconsciously lead listeners to wonder if there is additional silent information. The phrase “actually” serves as a stated pause, allowing the presenter’s brain to catch up and decide how to resolve the mental contradiction between the question and reality. This pause can create a sense of unease or suspicion in the listener, which is why it’s important to use the word ‘actually’ sparingly and only when necessary.
Here’s an example of how this works in a sales presentation or investor pitch:
Query: “How many customers are using the platform?”
Response: “We actually have over 100 companies.”
The term “actually” is not relevant to the solution. However, its supplementary information piques the listener’s curiosity about its inclusion. An astute investor or consumer will follow up by requesting a customer list or a referral.
In a customer interview, the customer may use the word to satisfy the person asking the question:
“Do you use this product?”
Answer: “Actually, I have.”
To the experienced listener, this response truly (get it?) indicates, “No, I have never used it,” or “I used it once, and it didn’t do what I expected or needed.” A suitable follow-up is to request a specific example or time when the function was used.
Mastering your pitch requires careful attention to your language, eliminating anything that might divert your audience’s attention from your main message. As a listener, being aware of the word ‘actually’ can empower you to tap into the subconscious and gain a competitive edge.
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