10 Cold Call Phrases to Avoid, According to Sales Expert Sheriff Shahen

In a recent LinkedIn post, sales professional Sheriff Shahen identifies common phrases used in cold calling that can immediately alienate prospects. Shahen argues that mastering the language of initial outreach is crucial for success, emphasizing that words matter significantly more than many sales representatives realize.

Shahen’s post, which lists ten phrases to avoid, suggests that many common opening lines are counterproductive because they either give prospects an easy out, sound vague, or focus on the seller rather than the buyer’s needs. He stresses the importance of leading with value and being direct, rather than relying on phrases that can be perceived as weak or transactional.

“Is now a bad time?” You’re giving them an escape route. Lead with value, not permission.

According to Sheriff Shahen, phrases like “Is now a bad time?” are detrimental because they immediately offer the prospect a way to end the conversation. Instead of seeking permission, Shahen advocates for establishing value from the outset. This approach aims to capture the prospect’s interest by highlighting a potential benefit or solution relevant to them, rather than an apology for interrupting.

The Pitfalls of Vague and Transactional Language

Shahen points out that many seemingly innocuous phrases can signal a lack of preparation or a purely transactional mindset. For instance, the phrase “Just checking in…” is flagged for its vagueness. As Shahen notes, prospects need a clear reason for the call; a vague check-in offers no compelling incentive to continue the conversation.

Similarly, asking about budget too early, such as “Do you have budget for this?”, is described as feeling transactional. Shahen suggests a more nuanced approach: “Are you currently investing in solving (problem)?” This reframing shifts the focus from a direct budget inquiry to understanding the prospect’s existing efforts and priorities regarding the problem the seller aims to solve.

“We’re the leading provider of…” Cool, but nobody cares, yet. Focus on the problem you solve, not your company’s marketing propaganda.

Another common misstep highlighted by Shahen is leading with company-centric statements like “We’re the leading provider of…”. He argues that prospects are not initially interested in a company’s market position; they are primarily concerned with their own problems. Shahen advises shifting the focus to the specific problem the product or service addresses, making the outreach more relevant and impactful.

Respecting Prospect Time and Earning Conversation

Sheriff Shahen also addresses phrases that can undermine credibility or fail to respect the prospect’s time. He advises against promising a call will be brief when it likely won’t be, stating, “It won’t. Respect their time by getting to the point without pretending.” This directness, he suggests, builds more trust than an unrealistic promise.

Furthermore, Shahen critiques the question, “Can I ask you a few quick questions?” He likens it to an interrogation and suggests instead posing a single, sharp, relevant question that naturally leads into a conversation. This earned-question approach is more engaging than a request for a series of questions.

“I sent you an email last week…” They probably didn’t read it. If you’re calling, make the call count, don’t depend on past emails to carry weight.

The common follow-up, “I sent you an email last week…”, is also on Shahen’s list of phrases to avoid. He believes that relying on a prior, likely unread, email weakens the current call. Instead, the cold call itself should provide sufficient value and reason for the prospect to engage, rather than serving as a reminder of a previous, ignored communication.

In conclusion, Sheriff Shahen’s insights underscore the critical role of precise language in cold calling. By avoiding common pitfalls and focusing on leading with value, addressing specific problems, and respecting the prospect’s time, sales professionals can significantly improve their chances of initiating meaningful conversations and building stronger relationships.