One of the biggest obstacles in sales isn’t rejection—it’s indecision. When prospects feel unsure, they hesitate, delay, or avoid making a commitment altogether. Surprisingly, many salespeople unintentionally reinforce this uncertainty by using hesitant language like “if” instead of assumptive language like “when.”
Assumptive language subtly removes doubt and positions taking action as the natural next step. Instead of saying “If you choose to work with us…” try saying “When you choose to work with us…”
This small yet powerful shift reframes the decision in the prospect’s mind, making it feel inevitable. It shifts the conversation from whether they will move forward to when they will move forward, reducing hesitation and increasing confidence in the buying process.
By making this adjustment in your sales conversations, you create momentum, clarity, and a stronger sense of commitment—all of which lead to more closed deals.
Why Sales Coaches Teach This Technique
Research in behavioral psychology shows that language shapes mindset. When you use assumptive language, you:
- Reduce doubt and hesitation in the prospect’s mind
- Create a positive expectation of action
- Build confidence in both you and the prospect.
How to Apply This Strategy in Your Sales Plan
Assumptive language is one of the simplest yet most effective sales techniques for guiding a prospect toward a decision. By using words that assume action is inevitable, you remove hesitation and create momentum in the sales process. Instead of waiting for the prospect to decide, you naturally lead them toward the next step.
This approach is especially powerful when combined with storytelling and visualization. Encourage your prospect to imagine themselves already using the product or service. For example, you might say:
- “Picture how much smoother your daily operations will run once this system is in place.”
- “Once you start using this feature, your team will save hours every week.”
By framing the conversation this way, you remove doubt and reinforce certainty, making it easier for the prospect to take action.
Here are a few more examples of assumptive language in action:
- “When you start using this product, you’ll notice an immediate difference.”
- “After you sign up, our team will walk you through the onboarding process.”
- “You’ll be able to enjoy the benefits of this solution right away.”
The key to making assumptive language work is to deliver it naturally and confidently. It’s not about forcing the sale—it’s about reinforcing the expectation that moving forward is the logical next step.
Additionally, combining assumptive language with visualization techniques encourages prospects to imagine themselves using the product or benefiting from the service. For example, you could say:
- “Picture yourself using this feature daily—how much easier would your workflow be?”
- “Once you implement this, your team will instantly experience [key benefit].”
By guiding the conversation with certainty and positivity, you remove doubt and help your prospects make faster, more confident decisions.
Remember, experience is your best teacher. Implement this strategy today, and I guarantee you’ll see a significant increase in closed deals.
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