8 Phrases That Quietly Undermine Your Credibility
Want to sound more credible in your next client-facing conversation?
Stop saying these 8 things.
Your pitch can be thoughtful. Your intent can be right. And a few familiar phrases can still quietly erode trust.
Not because you’re bad at business development, but because language signals more than we think.
In high-stakes conversations, small wording choices shape how clients see you. Do you sound confident? Clear? Focused? Or vague, defensive, and unsure?
Here are eight phrases that often push clients away, and what trusted advisors say instead.
1. “We do a lot of things.”
This usually comes up when someone asks what you do.
It sounds harmless, but it’s vague, and vague answers don’t build confidence.
When you say you do “a lot of things,” the client has to work to understand where you fit. That creates friction.
Instead, be specific.
Try: “We help teams solve [specific problem], especially in organizations like yours.”
Clarity signals expertise and specificity builds trust.
2. “We’re better than [competitor].”
When asked about the competition, it’s tempting to compare.
But saying you’re better can sound insecure. It also pulls the focus away from the client and toward a scoreboard.
Clients don’t care who “wins.” They care who fits.
Instead, say: “Here’s why we might be the right fit for your situation.”
Keep the focus on them. Their goals. Their context. Their challenges.
Confidence doesn’t need comparison.
3. “We can start whenever.”
This one shows up when discussing timing.
You may think you’re being flexible. But being overly flexible can unintentionally lower your perceived value.
If you can start “whenever,” it may sound like you’re not in demand.
Instead, offer direction.
Try: “We could kick things off on [specific date]. Does that align with your team’s timing?”
You’re still collaborative, but you’re leading.
4. “Our fees are…”
Leading with price makes the conversation about cost, not value.
When you jump straight to fees, you risk shrinking your work down to a number.
Instead, connect investment to outcomes.
Say: “Based on your goals, here’s the recommended investment, and what it delivers.”
Frame price in context, tie it to results, and anchor it in value.
5. “We can probably work something out.”
This often comes up when a client tries to negotiate.
It sounds agreeable. But it’s vague. And it doesn’t reinforce the value you bring.
It can also signal that your pricing or scope is soft.
Instead, guide the conversation.
Try: “Let’s talk through what matters most so we can find the right fit for your goals and budget.”
Now you’re collaborating without discounting yourself.
6. “That’s not really a concern.”
When handling objections, this is a trust breaker.
Even if you believe the concern isn’t valid, dismissing it shuts down the conversation.
Clients want to feel heard. Not corrected.
Instead, validate and respond.
Say: “That makes sense. Let me share how we’ve helped others in a similar situation.”
Acknowledgment builds trust and stories build belief.
7. “I can send you a list.”
This usually happens when someone asks for references.
A generic list feels cold and transactional.
It puts the burden on them to figure out who to call and why.
Instead, personalize it.
Try: “Let me introduce you to [name]. They faced a similar challenge and could share their experience.”
Warm introductions feel thoughtful. They show you’re paying attention.
8. “So, what do you think?”
This is how many pitches end.
It sounds open-ended, but it lacks direction, and it puts all the pressure on them.
After leading a conversation, don’t suddenly step back.
Instead, suggest a path forward.
Say: “Here’s what I’d suggest as next steps. Does that sound good to you?”
Leadership creates momentum.
A Quick Self-Check
How many of these eight phrases do you still use?
5–8? You’re doing okay, but there’s real room to sharpen trust.
2–4? You’re close. A few small language shifts can make a big difference.
0–1? You’re leading with clarity and confidence. Keep going.
This isn’t about perfect scripts.
It’s about where the spotlight shines.
Each of the “wrong” phrases has one thing in common: they subtly shift the focus back to you... your flexibility, your superiority, your price, your opinion.
Trusted advisors do the opposite.
They keep the focus on the client’s goals. They lead with clarity. They offer direction. They validate concerns. They connect value to outcomes.
At the end of the day, the goal isn’t flawless language.
It’s making the client feel understood.
Because the fastest way to lose trust in a pitch isn’t saying the wrong thing.
It’s saying something that puts you at the center when the conversation should be about them.
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Thanks for reading!
Mo
These are great examples of focusing more on your own performance and goals and not enough on digging deeper into what your client needs to accomplish and how you can help them. You taught us well, Mo Bunnell
Never use fancy words or sentences to make yourself sound smart or superior. Clear beats clever every single time, especially when trust is on the line.
Mo, Credibility isn’t about sounding impressive; it’s about shifting attention to the client’s outcomes and constraints. Language either builds authority or exposes insecurity.
Keeping the focus on the client really helps build trust and stronger partnerships over time. Subtle language shifts can make a big difference.
The phrases that shift focus back to you are subtle enough that most people never catch them in real time. "We do a lot of things" feels like breadth. It lands like uncertainty. The trusted advisor already knows which thing matters most to this client right now - and leads with that instead.