Phrases That Break Client Trust

In every client conversation, your words are doing one of two things:

Building trust or breaking it.

And it doesn’t take much to tip the scale the wrong way.

A recycled line.
A rushed phrase.
A question that makes them pull back.

We’ve all said something with good intent…

That landed the wrong way.

But here’s the upside:

Better language earns better outcomes.

Not perfect.
Not polished.

Just better.

Your language matters.

Here’s what often breaks trust:

❌ “Who’s the real decision maker?”
❌ “Let me explain how this works.”
❌ “So what are the next steps?”
❌ “What’s holding you back?”
❌ “We’re better than them.”
❌ “It’s worth every penny.”
❌ “There’s no risk here.”
❌ “Did I lose you?”
❌ “Any thoughts?”

And what builds it instead:


✅ “What’s your initial reaction?”
✅ “Who else should we include?”
✅ “Take your time, this is important.”
✅ “Let’s look at the return you’ll see.”
✅ “What outcomes matter most to you?”
✅ “What would need to be true for this to work?”
✅ “After our discussion, what makes sense next?”
✅ “Here’s how we’ll mitigate the key risks together.”
✅ “You know your business, help me understand…”

The beauty in it all?

Even small shifts in language can lead to big leaps in trust.

Because when your words reflect empathy, not ego, your clients lean in.

And that’s exactly how long-lasting partnerships are formed.

Which of these feels most natural to you?
And what’s one phrase you’ve retired lately?