One of the most common reasons sales fall through is that the salesperson fails to guide the conversation effectively. When prospects are uncertain, they delay decisions, hesitate, or lose interest. Without a clear direction, they become overwhelmed by choices, unsure of the best course of action. Instead of feeling confident in their next steps, they may default to the safest option—doing nothing at all.
As a salesperson, your role is to eliminate uncertainty, provide clarity, and lead them toward a decision with confidence.
Using Assumptive Sales Phrases
Assumptive language is a subtle but powerful sales technique that helps move prospects naturally toward a buying decision. Instead of presenting choices in an uncertain way—such as “If you decide to go forward…”—you use language that assumes the decision is already made. This shifts the conversation from “Should I buy?” to “How soon can I start benefiting?”
The reason assumptive language works so well is because it bypasses hesitation and doubt. The human brain is wired to seek certainty: when something is presented as a given, people naturally tend to go along with it. By using assumptive phrases, you reinforce confidence in the prospect’s mind and make the buying process feel like a smooth, logical progression rather than a pressured decision.
This technique is especially effective because it keeps the momentum of the conversation moving forward. Instead of prospects getting stuck on whether or not to proceed, they begin mentally engaging with the next steps, which makes commitment feel inevitable.
By incorporating assumptive sales language, you create a sense of natural momentum toward the sale. It helps position your offer as the obvious choice, leading to higher conversions and smoother sales interactions.
“As soon as…”
- Explanation: This phrase implies that the action will happen quickly after a certain point, creating urgency and a sense of commitment.
- Example: ”As soon as you sign up, you’ll gain instant access to our premium features.”
- Marketing Example: Amazon Prime: ”As soon as you join, enjoy unlimited fast, free delivery.” This phrase assumes that signing up is a given and focuses on the benefits that will immediately follow.
“After you…”
- Explanation: Using “after you” implies that the prospect will take action, and it’s just a matter of what happens next. It sets the expectation that the action is inevitable.
- Example: ”After you select your plan, we’ll send your welcome package right away.”
- Marketing Example: Netflix: ”After you start your free trial, explore thousands of shows and movies instantly.” It assumes the prospect will take the first step, focusing on what follows.
“You’ll be able to…”
- Explanation: This phrase speaks directly to the benefits that the prospect will receive once they make the decision. It’s forward-looking and assumes that the customer will be using the product or service.
- Example: ”You’ll be able to see immediate results once you begin using this solution.”
- Marketing Example: Apple iPhone launches: ”You’ll be able to take stunning photos with Night mode.” This language assumes the prospect is already on board and is now just focusing on the exciting features.
“When you’re ready…”
- Explanation: This phrase signals that the prospect will be ready to act soon, and the decision is expected. It respects the prospect’s timing while still assuming they will move forward.
- Example: ”When you’re ready to start, just let us know, and we’ll handle everything.”
- Marketing Example: Peloton: ”When you’re ready to ride, we’ll deliver the bike to your door.” It implies that the decision is inevitable, creating a seamless transition from thinking to doing.
“Of course…”
- Explanation: This phrase builds natural agreement, implying the prospect will make a logical decision based on the discussion. It’s subtle but powerful in affirming the next steps.
- Example: ”Of course, once you’re signed up, you’ll have full access to all our premium tools.”
- Marketing Example: Zappos: ”Of course, with free returns, you’ll find the perfect pair.” It assumes the customer will make a purchase and subtly encourages them by removing barriers.
Other Real-World Marketing Campaign Examples of Assumptive Language
- Nike: “Just Do It”: This iconic slogan is the ultimate use of assumptive language. It doesn’t ask if you’ll do it—it simply tells you to go ahead and act. The phrase assumes the action is going to happen.
- McDonald’s: “I’m Lovin’ It”: This slogan implies that the customer is already enjoying the experience. It’s not about asking if you’ll love it; it tells you that you already do.
- Domino’s: “You Get the Door, We’ll Get the Rest”: This campaign assumes you’ve already ordered and focuses on what comes next—the convenience of delivery.
- L’Oréal: “Because You’re Worth It”: This tagline assumes the customer values themselves and their appearance, reinforcing the idea that purchasing L’Oréal products is an obvious decision.
- MasterCard: “There Are Some Things Money Can’t Buy. For Everything Else, There’s Mastercard”: This campaign assumes that for all your financial needs, you’ll turn to MasterCard, positioning the brand as the inevitable choice for purchases.
Language is a powerful sales tool. By mastering assumptive phrases, you remove hesitation and guide prospects toward a decision with confidence.
Remember, experience is your best teacher. Try these five phrases this week, and I guarantee you’ll see an increase in conversions and sales success.
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