9 phrases to avoid when selling to couples

Easy Weddings
Updated on: September 27, 2019

There are a lot of tips about what you should do when selling to couples. How should you talk? What questions should you ask? Well, we don’t want to go through any of that. We want to go through what you SHOULDN’T do when talking with couples.

We’ve taken a look at advice from millionaire entrepreneur, consultant and leading internet marketing and sales expert Dan Lok to get an idea about what phrases you should avoid when trying to get couples to book with you.

Take a look at what phrases you use commonly over the phone, in email, or even via text to see where you can make improvements.

bad sales phrases

“To be honest with you”

“To be honest with you” and “to be frank with you” are two phrases that come from an older style of selling before there was as much competition. But they don’t have a place in your selling to couples.

The moment you use one of these phrases you open up the floodgates to dishonesty in previous conversations. You’ll make couples feel that their conversation with you up to that point has been a lie, increasing their distrust of you.

By being your genuine self and listening to your couples, your relationship and trust with one another will grow naturally. They won’t need you to clarify whether you’re being honest because they’ll know that you are.

“Trust me”

The same goes for this phrase. Think about every time a sales rep has told you to “trust me”. Do you trust them? Or does it automatically make you more suspicious of them?

This doesn’t just happen in real life, but we’ve also been introduced to the concept of the ‘dodgy salesperson’ saying “trust me” from movies and TV.

If you really want someone to trust you then your actions will speak louder than words and the relationship you build with them naturally will be one of trust.

bad sales phrases

“Sorry to bother you”

This might seem like something nondescript that goes into an email for more information, but it actually puts you at a disadvantage. In every selling situation, the power sits with the buyer rather than the seller. You want to be able to flip that so that they decide they can’t have a wedding without having you involved.

By apologising to them you’re already starting yourself off on the backfoot and giving them more power over you. If you’re so sorry that you’re bothering them, then why contact them in the first place?

If you believe in what you do and the value you could bring to their wedding then there should be no reason to apologise.

“Just following up”

This is another older sales technique that has been used for many years. But that’s exactly the problem with it! Because the phrase “just following up” has been used by so many people selling in the past it automatically triggers the response that you are trying to sell something.

Couples will automatically be wary that they are being sold something because you didn’t get what you wanted out of them last time. “Just touching base” is another phrase that can be put in the same category.

“I haven’t heard back from you”

This is another email phrase that should be avoided when chasing couples for more information or to see whether they’d like to book with you. You’re following up because you’ve got gaps in your information, but the couple knows exactly why it is they haven’t been in contact since your last chat.

Don’t make them feel guilty about not getting back to you. Instead, add value to your correspondence so they can see more value in your customer communication and overall services. If you are always adding value then when they are ready to convert they will know that they want to do business with you.

bad sales phrases


People love buying things, but they hate being sold to! The word “buy” automatically triggers the idea that you are spending money on something that you’ve been sold.

Instead of using the word “buy”, use words that will trigger more emotive feelings and responses. “Do you want to buy this now?” is a lot harsher than “would you like to take this home with you” or “would you like us to plan your wedding?”

It’s not about whether they want to spend the money, it’s about whether they want your product or service. Use words that will remind them of that emotive aspect.


How many times do you see or hear the word “contract” and feel like you’re signing your life away? Well, couples don’t like it either!

Contracts are serious, dull pieces of paper that automatically make us wary that we’re getting ourselves into something that we don’t want to be involved in. If you do need to fix up the paperwork with your couples have them sign an “agreement” or “get the paperwork out of the way.”

You’re doing the same thing, but the connotations of the word are different.


You don’t talk about your friends being individuals, so you shouldn’t when it comes to talking about couples! “Individual” is a cold, institutional word that you should avoid in all correspondence.

bad sales phrases

“We are better than _____”

Finally, you should never put your competitor down. It doesn’t matter whether you are better than them or not, as soon as you put them down a couple will think that you’re just saying that because you are in competition.

You need to let the couple come to their own conclusion about your competitors. They may ask “what makes you better than _____?”

Instead of simply saying your experience, price, service etc is what makes you better, ask questions. There is a reason that the couple is talking to you. They haven’t made a decision about who they will book yet.

If anything, you should praise your competition. “The guys at ______ are really good people. Have you spoken to them?”

And finally, the reason the couple is talking to you in the first place.

“What is stopping you from going with ____?”

It’s not about you putting your competitors down. It’s about convincing the couple that you understand their problems and are the best person to solve them in the way that they need.

bad sales phrases

Read more sales tips from our own sales gurus at Easy Weddings here. 

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Categories: Sales Tips