“The difference between the right word and the almost right word is the difference between lightning and a lightning bug.” – Mark Twain

Some people will tell you that confidence in sales isn’t about memorizing scripts—it’s about knowing how to guide any conversation with ease and certainty. They’ll say things like:

“Understanding your product, listening actively to your clients, and responding thoughtfully are crucial components of this skill. Sales conversations should feel natural and engaging, allowing you to adapt to the flow of dialogue while still steering it toward your goals. By cultivating a genuine connection with your clients and demonstrating your expertise, you not only instill confidence in them but also empower yourself as a sales professional.”

And I agree—partially. Yes, active listening is a crucial skill for success in sales. Yes, sales conversations should feel natural. But here’s the problem: too many sales professionals have thrown out scripts for fear of seeming “salesy,” and in doing so, they’ve stripped themselves of the vocabulary necessary to effectively support and guide their clients.

The Sales Language Gap

It’s like this—I speak Italian fluently, so when Spanish is spoken to me, I can understand about 60% of it. But ask me to respond? I can’t. I don’t have the vocabulary to express myself clearly or persuasively.

And this is exactly what happens when realtors step into a sales conversation without the words to navigate it. They might understand what’s being said. They might listen actively. But when it comes time to respond in a way that leads their clients toward a confident decision? They freeze. They stumble. Or worse, they default to ineffective or hesitant language that weakens their leadership.

I hear it all the time: “I just need to be more confident.” And when realtors come to me with this, I address it in two ways:

1. Their Self-Talk (Mindset) – Because how you speak to yourself determines how you show up in your conversations.
2. Their Sales Language Fluency – Because confidence isn’t just a feeling; it’s the ability to articulate your thoughts with clarity, strength, and certainty.

It’s not about scripts, exactly. It’s about having a format for powerful, clarifying questions that help you understand your client and, just as importantly, help them understand themselves.

Words Shape Reality

Influence and trust require more than just active listening. Influence and trust are created with words. The words you choose shape the way your clients experience their decisions, their emotions, and ultimately, their results. If you want to guide your clients toward the best possible outcome, you need the words to do so.

Let me give you an example.

How Nancy Saved the Deal with Sales Fluency

Nancy, one of my coaching clients, was working with a seller who had just received an offer below asking price. Instead of seeing it as an opportunity to negotiate, he took it as a personal insult. His words?

“This is ridiculous. They’re lowballing me! I’m not even going to counter.”

Before our work together, Nancy might have panicked or resorted to generic reassurance: “I understand, but let’s not overreact.” But because she had developed fluency in the language of sales leadership, she knew exactly how to guide the conversation without making her client wrong. Here’s what she said:

“I totally hear you. It’s frustrating when an offer feels lower than expected. But let’s zoom out for a second. The current market is shifting, and buyers are being more cautious with their numbers. This offer may not be an insult—it may just be strategy. If we walk away from this, we need to ask: what’s our backup plan? Do we have another buyer waiting in the wings? Or is this an opportunity to negotiate and get as close to your ideal price as possible?”

With this, she didn’t invalidate his feelings. She acknowledged them. She also didn’t let emotion dictate the decision. She provided context, offered a strategic perspective, and most importantly, guided her client toward clarity rather than reactivity.

The result? The client countered. The deal closed. And Nancy walked away knowing she had led with confidence, not by chance, but by choice—because she had the words to do so.

Level Up Your Sales Leadership

This is the difference between hoping your conversations go well and knowing you can lead them effectively. The right words at the right time make all the difference.

If you’re ready to start speaking the language of leadership with more power and precision, let’s talk. My Sales Leadership Program and private coaching are designed to help you master the words that create influence, trust, and success.

Are you ready to upgrade your confidence by upgrading your language? Reach out today, and let’s make it happen.