> “Every word you say in sales either builds trust, your close rate follows. When your words build trust, your close rate follows.”
Words matter in sales.
In South Africa’s relationship-driven business culture, where Ubuntu philosophy shapes how we do business, what you say and how you say it can make or break a deal. They can build trust—or destroy it. They can move a deal forward—or kill it completely.
Between load shedding scheduling calls, navigating 11 official languages, building relationships across diverse cultural backgrounds, and maintaining trust in an economy marked by uncertainty—South African sales professionals face unique challenges that make communication even more critical.
Every salesperson has said one of these deal-killing phrases before. (Yes, even the top performers—we’ve all been there.)
But the best? They notice, adapt, and replace those phrases with language that builds connection, confidence, and credibility.
Today, we’re going to break down 5 common sales phrases that quietly sabotage your deals, why they’re dangerous in the South African context, and exactly what to say instead.
By the end, you’ll sound more professional, build more trust, and close more often—all by changing just a few words.
Let’s dive in
Phrase #1: “Just following up.”
Why it kills deals:
It sounds desperate, generic, and low value.
Every prospect has a dozen “just following up” messages in their inbox—all blending into white noise. It doesn’t remind them why they should talk to you, just reminds them that you’re waiting.
To the buyer, it sounds like: “Hey, I still want your money. Please reply.”
No one wants to reply to that.
The South African Context:
In South Africa’s relationship-driven business culture, where Ubuntu values emphasize community and mutual respect, the phrase “just following up” comes across as transactional and impersonal. South African buyers expect relationship-building, not chasing. Remember: trust takes time to build here—sometimes involving multiple face-to-face meetings, patience through load shedding disruptions, and understanding that decisions often involve consensus building across teams.
What to say instead:
✅ Lead with value, not need.
Instead of “just following up,” give them a reason to engage—something useful, relevant, or thought-provoking.
Here are 3 examples:
- “I came across a recent case study where [similar company] solved the same challenge we discussed, I thought you’d find it interesting.”
- “Last time we spoke, you mentioned [specific challenge]. Here’s an idea I’ve seen work well in that area…”
- “I know you’ve been looking at ways to [goal]. I put together a short summary of how other clients are approaching it—would you like me to send it over?”
Now, instead of chasing, you’re leading the conversation again.
Why it works:
You’re reframing the follow-up from “me” to “you.” From “I need an answer” to “I’m helping you get clarity.”
That small shift transforms how you’re perceived—from a salesperson chasing a deal, to a trusted advisor adding value.
The SA Advantage:
This approach aligns perfectly with Ubuntu business principles. You’re demonstrating that you care about their success (“I am because we are”), not just closing a deal. It shows patience, relationship investment, and long-term thinking—all values South African buyers appreciate.
Phrase #2: “Does that make sense?”
Why it kills deals:
It sounds innocent, right? But underneath, it carries an unintended message: “You might not be smart enough to understand what I just said.”
Even though that’s not your intention, it can make prospects feel talked down to—or subtly defensive.
When buyers feel like they’re being tested or evaluated, they shut down instead of engaging.
The South African Context:
In South African business culture, where respect for hierarchy and cultural sensitivity are paramount, this phrase can be particularly problematic. Direct communication is valued by some groups (particularly Afrikaner culture), while others prefer more diplomatic approaches. “Does that make sense?” can feel patronizing regardless of background. Additionally, given South Africa’s history and ongoing transformation journey, language that implies intellectual superiority can trigger unconscious biases and damage relationships.
What to say instead:
Replace it with: “How does that sound?” or “Does that align with what you were thinking?”
These versions do something powerful:
- They invite collaboration instead of confirmation.
- They open up a real dialogue.
- They show you care about their perspective, not just your pitch.
Examples:
- “We’ve found this approach works well for companies in your space—how does that sound?”
- “That’s how we’d suggest structuring the rollout—does that align with what you were envisioning?”
Why it works:
You’re moving from a teacher-student dynamic to a partner-partner one.
And the moment your buyer feels like a partner in the process, trust skyrockets—and so do your chances of closing.
Phrase #3: “To be honest with you…”
Why it kills deals:
This one stings—because it usually comes from a good place.
You want to show empathy. You want to connect. But here’s the problem:
When you say “to be honest,” it implies that everything before this moment might not have been fully honest.
It plants doubt in your buyer’s mind—even subconsciously.
They start wondering: “Wait… were you not being honest before this?”
Sales is built on trust, and this little phrase can quietly chip away at it.
Instead of feeling understood, they feel unheard.
The South African Context:
In South Africa, where business relationships are built on trust over time and where corruption perception remains a concern (South Africa ranked 83rd out of 180 countries in the 2023 Corruption Perception Index), trust is particularly fragile and precious. South African buyers are naturally cautious about doing business with people they don’t know well. When you say “to be honest,” you’re inadvertently triggering that caution. Additionally, in a country where long sales cycles are common and relationships matter more than transactions, any hint of dishonesty can end a deal permanently.
What to say instead:
Try: “I’ll be transparent with you…” or “Let me be upfront…”
Both keep the tone open and candid, without implying you were being dishonest before.
Examples:
- “I’ll be transparent with you—this might not be the perfect fit if X is your top priority.”
- “Let me be upfront—if timing is tight, we’ll need to adjust the rollout.”
These versions strengthen trust because they communicate honesty with confidence.
Why it works:
Buyers respect transparency, but they also read between the lines. When you remove phrases that create even a hint of doubt, your credibility grows instantly.
And in sales, credibility is currency.
Building Trust in SA:
South African business culture values straightforward communication, but it must be paired with respect and consistency. By using “transparent” or “upfront” instead of “to be honest,” you signal that you’ve been truthful all along—you’re just emphasizing a particularly important point. This approach is especially important when dealing with government clients, large corporates, or family-owned businesses where reputation and word-of-mouth referrals are everything.
Phrase #4: “We’re the best at…”
Why it kills deals:
It might sound like confidence, but to the buyer, it often sounds like ego.
Every company says they’re “the best.” Every salesperson says they’re “the leader.”
So when you say it, you sound like everyone else.
And worse—you shift the focus away from the buyer and onto yourself.
In modern sales, that’s a huge mistake.
The South African Reality:
In South African business culture, humility and community are highly valued. Self-promotion without substance can be seen as arrogant and off-putting. While South Africans appreciate confidence, they’re more impressed by proof than boasts. Additionally, in a market where corruption and empty promises have created skepticism, buyers want evidence, not ego. The phrase “we’re the best” immediately raises a red flag: if you’re really the best, why do you need to say it?
What to say instead:
Let your customers say it for you.
Replace self-promotion with proof.
Examples:
- “Companies like [Client A] and [Client B] chose us because [specific result].”
- “Our clients often tell us that the biggest difference they see is [specific outcome].”
- “Here’s what one of our customers said after switching from [competitor]…”
Now, instead of bragging, you’re storytelling—and storytelling builds trust, not resistance.
Why it works:
Buyers believe other buyers far more than they believe salespeople.
By showing results, quotes, or testimonials, you give them evidence instead of opinion. And evidence is what moves deals forward.
The SA Advantage:
South Africa is a small business community where word-of-mouth is powerful. Referrals and testimonials from other South African companies carry enormous weight. When you can point to local success stories—especially from companies in similar industries or regions—you’re tapping into the trust networks that already exist. South African buyers want to know: “Who else in Johannesburg/Cape Town/Durban is using this? What results did they see? Can I talk to them?” Answer those questions with proof, not boasts.
Phrase #5: “I completely understand.”
Why it kills deals:
This one stings—because it usually comes from a good place.
You want to show empathy. You want to connect. But here’s the problem:
You don’t completely understand. You might understand similar situations, but not theirs exactly.
When you say “I completely understand,” it can come across as dismissive or insincere—especially if the prospect is frustrated or hesitant.
Instead of feeling understood, they feel unheard.
The South African Context:
South African businesses face unique challenges that outsiders often can’t fully grasp: load shedding disrupting operations, exchange rate volatility affecting budgets, B-BBEE compliance requirements, water shortages in major cities, and infrastructure constraints. When you say “I completely understand” to a Johannesburg manufacturing client dealing with Stage 6 load shedding, or a Cape Town retailer managing water restrictions, or a Durban exporter wrestling with port delays—you risk sounding tone-deaf. These are specifically South African pressures that require acknowledgment, not assumptions of understanding.
What to say instead:
Replace it with: “That makes sense.” Or, even better, reflect what they’ve said to show you really get it.
Examples:
- “That makes sense—a lot of teams are being cautious with budget right now.”
- “I hear that—tight timelines can make this feel like a big lift.”
- “I get that—implementing something new while you’re scaling can make this feel risky.”
See the difference?
You’re not pretending to fully understand—you’re demonstrating that you’ve listened.
Why it works:
People don’t want to be told they’re understood. They want to feel understood.
When you mirror their language and validate their situation, you’re not just selling—you’re connecting.
And connection is what drives conversion.
The SA Reality:
Better responses for South African scenarios: “That makes sense—load shedding has forced a lot of teams to rethink how they operate,” or “I hear you—between the exchange rate and rising costs, budgets are tight everywhere right now,” or “I get that—I hear this from a lot of companies in your sector who are dealing with the same infrastructure challenges.” By acknowledging their specific South African context, you show genuine understanding, not empty empathy.
Why These Phrases Slip Out So Easily
Most salespeople don’t use these phrases because they’re lazy or careless.
They use them because they’ve heard them everywhere—in meetings, in scripts, from other reps—and they sound normal.
But “normal” doesn’t close deals.
Top performers are hyper-aware of language. They choose words intentionally—because they know every phrase shapes perception.
They understand that sales isn’t about convincing. It’s about communicating clearly, confidently, and with empathy.
When your words build trust, your close rate follows.
Quick Reference: What to Stop Saying (and What to Say Instead)
Here’s a cheat sheet you can save or screenshot:
Don’t Say – Say Instead
- “Just following up.” → “Wanted to share an idea that could help with [challenge]…”
- “Does that make sense?” → “How does that sound?” / “Does that align with what you’re thinking?”
- “To be honest with you…” → “I’ll be transparent with you…” / “Let me be upfront…”
- “We’re the best at…” → “Our customers tell us that…” / “Companies like [Client A] chose us because…”
- “I completely understand.” → “That makes sense—[specific acknowledgment].” / “I hear you…”
These swaps might look small, but their impact is massive.
Same lead. Same timing. Same product.
Within a week, her reply rate doubled.
Because one small language shift flipped her message from chasing to contributing.
That’s the power of the right words.
How to Train Yourself Out of Deal-Killing Phrases
Awareness is the first step—but mastery comes from practice.
Here are 5 ways to train this mindset daily:
1. Record and Review Your Calls
Listen back to 1-2 calls a week. Count how many times you say the deal-killing phrases. Then, practice replacing them out loud.
Hearing yourself speak is one of the fastest ways to spot habits that sabotage deals.
(Bonus tip: Use AI tools like Otter.ai or Gong to auto-transcribe and tag those moments.)
2. Create a “Power Phrase” List
Start a document or note on your phone with your best-performing lines, phrases, and responses. Keep adding to it every week.
This becomes your sales language playbook—personalized and powerful.
Include SA-specific examples: phrases that work when discussing load shedding, budget constraints, B-BBEE requirements, or regional differences between Johannesburg, Cape Town, and Durban markets.
3. Slow Down in Conversations
Most deal-killing phrases slip out when we’re rushing. When you slow down, you naturally become more thoughtful with your words.
Take a breath before responding. Listen. Then choose the phrase that builds connection—not the one that fills silence.
This is especially important in South Africa’s relationship-driven culture. Quick, transactional responses can feel disrespectful. Taking time to thoughtfully respond shows you value the relationship.
4. Role-Play With Your Team
Ask your team to spot each other’s weak phrases in mock calls. Turn it into a game.
The more you practice, the more natural your new language becomes—and soon, the old habits fade.
Practice scenarios specific to South Africa: role-play handling objections about load shedding, exchange rate concerns, or questions about local references and case studies.
5. Reframe Your Goal: Connection Over Closure
The ultimate cure for deal-killing language is intent.
If your goal is closing the deal, your words will sound like pressure.
If your goal is helping the buyer get clarity, your words will sound like partnership.
And partnership sells—always.
This aligns perfectly with Ubuntu values. When you approach sales as “I am because we are”—as mutual success rather than zero-sum competition—your language naturally shifts from manipulative to collaborative.
The Deeper Lesson: Words Reflect Mindset
Behind every phrase is a belief.
When you say “just following up,” it’s rooted in need.
When you say “how does that sound?”, it’s rooted in curiosity.
When you say “to be honest with you,” it’s rooted in dishonesty.
Your language mirrors how you see yourself:
- A chaser, or a trusted partner.
- A persuader, or a problem-solver.
- A seller, or a guide.
When you shift your mindset, your words follow.
And when your words reflect confidence, empathy, and value, prospects feel it.
They relax. They open up. They trust you.
The Bottom Line
Every word you say in sales either builds trust, or it breaks it.
The difference between a deal won and a deal lost often isn’t the product—it’s in the phrasing. It’s in whether you sound like a partner or a salesperson.
In South Africa’s unique business environment—where trust is hard-won, relationships are paramount, and Ubuntu values shape interactions—your words carry even more weight. How you communicate signals whether you understand the local context, respect the culture, and deserve to be part of the business community.
If you remove these 5 deal-killing phrases from your vocabulary, you’ll immediately sound more confident, credible, and consultative.
And that’s when close rates start climbing.
Your Turn
What’s one sales phrase you think kills deals—and what do you say instead?
Drop it in the comments.
Let’s build the ultimate list of phrases that win, not kill, deals.
And if this article helped, share it with someone who’s working on improving their sales game—because in sales, your words are your weapon, and the right words win wars.
Ready to Transform Your Sales Communication in 2026?
At Growth Dynamix, we understand that mastering sales language is just one piece of the puzzle. Through our unique Persona Integra approach, we develop the whole salesperson—not just their scripts.
Our advanced sales training programs cover:
- Technical Skills: Advanced communication techniques, objection handling, and closing strategies
- Human Skills: Emotional intelligence, cultural awareness, Ubuntu-based relationship building
- Personal Wellness: Stress management, resilience building, work-life balance
We specialize in helping South African sales professionals navigate:
- Multilingual, multicultural team dynamics
- Economic volatility and budget pressures
- Infrastructure challenges (load shedding, connectivity)
- Hybrid work realities and remote selling
- Building trust in relationship-driven markets
The question isn’t whether to invest in sales communication development. The question is: can you afford not to?
Book Your 2026 Training Now:
Email: hello@growthdynamix.co.za
Call: +27 84 589 9970
Visit: growthdynamix.co.za/sales-training
Don’t wait—transform your sales communication today!
