How can sales reps shift their language to emphasize collaboration and increase their chances of success?

10x more successful reps use collaborative words like "us," "we," and "our" and avoid "I" and "me" in their sales pitches


Sales Tactics


In the world of sales, it’s not just what you say, but how you say it that matters. Sales reps who use collaborative language, such as “we” and “us,” are 10 times more likely to be successful than those who use “I” and “me” when communicating with customers. In this article, we’ll explore why using collaborative language is more effective in sales and how you can incorporate it into your sales approach.

Why Collaborative Language Works

When you use collaborative language, you’re signaling to your prospect that you’re invested in their success. This can help build trust and create a sense of partnership between you and your prospect. It also shows that you understand the prospect’s needs and are committed to working with them to achieve their goals.

Using “we” and “us” also helps to shift the focus away from the salesperson and towards the customer. This is important because customers want to feel like they’re the center of attention and that the salesperson is there to help them. By using collaborative language, you’re emphasizing the shared goals and interests of both parties, which can help to build a stronger relationship with your prospect.

Collaborative Language in Action

Let’s look at an example of how collaborative language can be used in a sales conversation. Instead of saying, “I can offer you a 10% discount if you buy today,” you could say, “Let’s see what we can do to make this work for both of us.” This shifts the focus away from the salesperson and towards the customer, and emphasizes the idea that both parties are working towards a shared goal.

Another example might be, instead of saying “I can help you with that,” you could say “Let’s work together on this to find a solution.” This helps to establish a sense of collaboration between the sales rep and the customer, and emphasizes that both parties are working together towards a common goal.

How to Incorporate Collaborative Language into Your Sales Approach

If you’re not used to using collaborative language in your sales conversations, it can take some practice to get comfortable with it. Here are some tips to help you incorporate collaborative language into your sales approach:

  1. Practice active listening: To use collaborative language effectively, you need to be an active listener. Pay attention to your prospect’s needs, concerns, and goals, and use this information to shape your language.
  2. Use “we” and “us” instead of “I” and “me”: When describing your product or service, use “we” and “us” instead of “I” and “me.” This emphasizes the idea that you and your prospect are working together towards a common goal.
  3. Avoid negative language: Negative language, such as “I can’t” or “I won’t,” can be off-putting to prospects. Instead, focus on what you can do to help them and use positive language to convey your message.
  4. Practice, practice, practice: Like any new skill, using collaborative language takes practice. Role-play different scenarios with colleagues or friends to get more comfortable using “we” and “us” in your sales conversations.

Old habits die hard, but the use of language can make all the difference in the success of a sales representative. Incorporating more collaborative words such as “us,” “we,” and “our” can establish a stronger relationship with clients, making them feel more valued and invested in the sales process. By avoiding words like “I” and “me,” sales reps can shift the focus from themselves to the client, which can increase the likelihood of closing a deal. As the saying goes, “it takes two to tango,” and in the world of sales, collaboration is key to building long-lasting relationships with clients and achieving success.

More 2021 Stats

Research from Bain and Company shows that 92% of B2B buyers prefer virtual sales interactions.

According to a study by Salesforce, the average B2B deal size has grown by 20% in 2021 compared to 2020. This is likely due to companies increasing their spending as they look for more innovative solutions to solve their challenges.

Given the pandemic, almost 90% of B2B sales now happen digitally.

59% of sales reps said that adding custom-recorded video to their sales process increased their productivity.

74% of CSOs report they have recently or are currently updating their seller skills profile for virtual selling, and 61% of CSOs are already investing in new technology to enable virtual selling.

A survey by LinkedIn found that 50% of buyers say that working remotely has made the purchasing process easier.

In fact, 77% of sales leaders say their company’s digital transformation has accelerated since 2019.

91% of salespeople have indicated they don’t want to return to full-time office work when asked about their future career plans.

Analysts found that close to 80% of B2B buyers have already defined their requirements before talking to a rep and prefer evaluating digital resources to in-person presentations.

83% of Sales Professionals Report Working on Weekends

More Sales Tactics Stats

Emails with a Single Call-to-Action Increased Clicks 371%

81% of Shoppers Research their Product Online before Purchasing

69% of recipients report spam based only on the subject line

Using a CRM to track sales is standard practice for 79% of sales reps

Top Performers’ Discovery Calls 76% Longer and Presentation Meetings 55% Longer than Average Performers

Emails with a Single Call-to-Action Increased Sales 1617%

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