Salespeople live in the real world. They spend their days navigating pressure, objections, quotas and skeptical buyers. So when marketing teams rely on vague, inflated or recycled language, salespeople feel it immediately. It creates friction. It damages trust. It makes their job harder.

If you lead a sales team or support one, understanding why certain phrases cause prospects and sellers to shut down is critical. Here are six of the most overused marketing phrases, why they fall flat and what to say instead.

1. “This will save you time and money.”

This phrase is everywhere, and that is exactly the problem. It is generic, unprovable and usually signals that the seller has not researched the prospect’s real challenges. Buyers hear it as code for cheap, low value and interchangeable with every other vendor.

Say this instead:
Tie your solution to measurable business outcomes.
Example: “Clients cut rework by 18 percent in the first 90 days.”

2. “We are the industry leader.”

Anyone can say it. Most people do. Buyers know it means nothing without proof. Salespeople cringe when they hear it because they know they will have to explain it, justify it and defend it.

Say this instead:
Let the buyer conclude you are a leader through real examples, client results and smart questions that demonstrate expertise.

3. “We deliver world class service.”

What does that even mean. Service is not a slogan, it is a standard. When companies use this phrase without specifics, they lose credibility with both prospects and their own sales team.

Say this instead:
Define service with metrics like response times, support structure, onboarding process or success benchmarks.

4. “We partner with our customers.”

“Partner” has been used so often that it has lost meaning. Buyers assume it is aspirational, not operational. Salespeople know that if the process begins with vague partnership language, it usually ends with mismatched expectations.

Say this instead:
Show partnership through mutual accountability.
Example: clear upfront expectations, shared KPIs and defined checkpoints.

5. “Our solution is cutting edge.”

For most buyers, cutting edge means new, risky and unproven. It creates uncertainty instead of confidence. Salespeople often find themselves calming fears that marketing unintentionally triggered.

Say this instead:
Show how innovation drives reliable, predictable outcomes and reference customers using it successfully today.

6. “We are disruptors in the industry.”

This one sounds exciting internally, but externally it often signals instability and possible operational headaches. Most companies do not want disruption, they want improvement.

Say this instead:
Explain how you solve old problems in a new but proven way. Show your track record, testing process and results. Make disruption feel safe.

Why This Matters for Sales Leaders

The moment a buyer hears empty marketing language, their guard goes up. Your salespeople can feel the shift immediately. They move from consultative advisor to defensive explainer. That shift slows deals, increases friction and reduces trust.

Better language creates better conversations. Better conversations create better opportunities. And better opportunities create predictable revenue.

If your message is not connecting, your team is not closing. It is that simple.

Call to Action for Sandler by MP Solutions

If you want your sales team to communicate more clearly, qualify more effectively and build trust faster, Sandler by MP Solutions can help.
We train teams to replace vague language with meaningful conversations that drive decisions.

Start strengthening your sales message and your sales process.
Book a conversation with MP Solutions today.