When coaching, most sales managers change the words their salespeople use.  “That’s not how I would say it – try this instead!”  While there are a couple of key moments in the sales process where the words do actually matter, for 98% of the sales process, it’s about listening and asking appropriate questions, following the process, achieving key milestones, following the company’s general strategy and using appropriate sales tactics.  It’s almost never about the actual words.  For example, last week I coached a salesperson who was using all of the words the other salespeople on the team were instructed to use – but with vastly different results.  I think you’ll find the coaching interesting.