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Sales Skills / Hear What They Really Mean / Lesson 24
LESSON 24 · HEAR WHAT THEY REALLY MEAN

Write Down Their Exact Phrases

Practical ways to write down their exact phrases, because the customer’s own words are the most persuasive words you will ever use.

Their words beat yours. Capture them carefully.

10 tipsEasy things to say7-day plan
Start with tip 1
Jump to the 7-day plan

10 tips that really help

These ideas come from Never Split the Difference (Chris Voss), You’re Not Listening (Kate Murphy), The Lost Art of Listening (Michael Nichols), and everyday practice. The first six help the most. Pick one and try it today.

Photo for the tip: Exact words are gold
TIP 1

Exact words are gold

Customers often describe their needs in phrases you can reuse to make your offer feel familiar.

TRY THIS
Capture them carefully.
Photo for the tip: Write phrases in quotation marks
TIP 2

Write phrases in quotation marks

Marking exact words in your notes keeps them accurate and separate from your interpretation.

TRY THIS
Use a notepad.
Photo for the tip: Listen for vivid expressions
TIP 3

Listen for vivid expressions

Metaphors and strong words reveal feelings, such as drowning in paperwork.

TRY THIS
Highlight them.
Photo for the tip: Ask permission to take notes
TIP 4

Ask permission to take notes

Explaining that you want to get it right shows respect and builds trust.

TRY THIS
Be open about it.
Photo for the tip: Keep a phrase list for each customer
TIP 5

Keep a phrase list for each customer

Collecting their words builds a personal vocabulary that makes later messages resonate.

TRY THIS
Save them in your tracker.
Photo for the tip: Use their words in follow-ups
TIP 6

Use their words in follow-ups

Echoing their language shows you listened and helps your message land.

TRY THIS
Quote carefully.
Photo for the tip: Use their words in proposals
TIP 7

Use their words in proposals

A proposal written in the customer’s own language feels familiar and easier to approve.

TRY THIS
Insert two phrases.
Photo for the tip: Never twist the meaning
TIP 8

Never twist the meaning

Quoting out of context damages trust, so keep their phrases honest and complete.

TRY THIS
Check context.
Photo for the tip: Review the phrases before meetings
TIP 9

Review the phrases before meetings

A quick read refreshes your memory and prepares you to speak their language.

TRY THIS
Spend two minutes.
Photo for the tip: Share useful language with your team
TIP 10

Share useful language with your team

Passing on a customer’s phrases helps colleagues continue the same conversation smoothly.

TRY THIS
Brief them in writing.

Easy things to say

When you are stuck, pick one of these. They work in many sales conversations.

QUOTE

“You said, “We lose hours on paperwork.””

CHECK

“May I note that down?”

ECHO

“”Hours” is the key word for you.”

USE

“I will include that in the proposal.”

THANKS

“That is a powerful way to say it.”

CLOSE

“I will keep it in mind.”

Your first week

One small action a day. Each day is only a little bigger than the last.

DAY 1
Carry a notebook
DAY 2
Write three exact phrases per call
DAY 3
Mark them with quotation marks
DAY 4
Use them in follow-ups
DAY 5
Use them in proposals
DAY 6
Ask permission to quote
DAY 7
Review your collection

Further reading

  • Never Split the Difference (Chris Voss)
  • You’re Not Listening (Kate Murphy)
  • The Lost Art of Listening (Michael Nichols)

The tips above are written in our own words and are general guidance. The books are suggestions for further reading.

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These lessons share general learning and everyday ideas. They are not medical or mental health advice. If you feel very anxious, low or unwell, please talk to a doctor or a qualified professional.

More lessons in “Hear What They Really Mean”

Keep going. Small steps every day make a big change.

← Previous: Ask "Did I Get That Right?"Next: Use Their Words in Your Proposal →

  1. Why Listening Sells More Than Talking
  2. Give Full Attention, Every Time
  3. Put Your Phone Away
  4. Stop Planning Your Reply
  5. Let Them Finish
  6. Listen for the Feeling Underneath
  7. Make Silence Work for You
  8. Label the Emotion: "It Sounds Like..."
  9. Mirror Their Last Words
  10. Say "That Seems Hard" and Mean It
  11. Use a Calm, Slow Voice
  12. Say "How Am I Supposed to Do That?"
  13. Get to "That Is Right"
  14. Why Empathy Is Not Weakness
  15. Tone Tells More Than Words
  16. Watch for Hesitation
  17. What a Long Pause Means
  18. Spot Buying Signals
  19. Spot Warning Signs Early
  20. Ask the Question Behind the Question
  21. Notice What They Keep Repeating
  22. Summarise in Your Own Words
  23. Ask "Did I Get That Right?"
  24. Write Down Their Exact Phrases
  25. Use Their Words in Your Proposal
  26. Clear Up Confusion Kindly
  27. Confirm Priorities Before Moving On
  28. Ask "What Else?" One More Time
  29. Let an Angry Customer Vent
  30. Stay Calm When They Attack
  31. Acknowledge Before You Answer
  32. Handle Interruptions Gracefully
  33. Listen to a Rambler Without Getting Lost
  34. When the Customer Is Quiet
  35. Practise With Friends and Family
  36. Record and Review a Call
  37. Count Your Talk Time
  38. The One-Question-Per-Topic Rule
  39. Take Better Notes
  40. Become the Best Listener in the Room
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