Let’s be honest. For years, sales had a certain… script. A predictable rhythm, a specific type of customer in mind. But the world has changed. The marketplace is a vibrant, global tapestry of people with different backgrounds, abilities, and perspectives. And if your sales communication isn’t reflecting that, you’re not just being left behind—you’re actively leaving money on the table.
Inclusive sales language isn’t about political correctness. It’s a strategic shift. It’s about building genuine trust and widening your net to catch customers you never even knew you were missing. It’s the difference between a monologue and a meaningful conversation. Let’s dive in.
Why Inclusive Communication is Your Secret Sales Weapon
Think of your sales pitch as a key. For decades, companies made one key, designed for one lock. It worked, sure. But now, the doors are different. You need a master key. Inclusive communication is that master key—it opens more doors, connects with more people, and ultimately, secures more deals.
The data backs this up. A more inclusive approach directly impacts your bottom line. Teams that prioritize inclusive sales language don’t just feel good; they perform better. They build deeper rapport, which is the bedrock of any lasting customer relationship. When people feel seen, heard, and understood, they are far more likely to trust you with their business.
Moving Beyond Assumptions: The Core Principles
So, what does this actually look like in practice? It starts with a mindset shift—from assuming to asking.
1. Ditch the Gendered and Heteronormative Defaults
This is a big one, and honestly, it’s low-hanging fruit. Stop using “he/him” as the default for your hypothetical customer. Avoid phrases like “the wife” or “the husband” when discussing a client’s decision-making process.
Instead, try this: Use “they/them” pronouns. Use neutral terms like “partner” or “spouse.” In your marketing collateral, showcase a diverse range of people and family structures. It’s a simple change that signals you’re not living in the 1950s.
2. Be Mindful of Ableist Language
This is language that, often unintentionally, discriminates against people with disabilities. Phrases like “that’s crazy” or “turn a blind eye to” are so embedded in our daily speech we don’t even notice them. But many do.
Instead, try this: Swap them out. Use “unbelievable” or “that’s wild.” Say “ignore” instead of “turn a blind eye to.” It’s a small act of respect that makes a world of difference. Also, ensure your sales materials are accessible—use alt-text for images, provide transcripts for videos, and use clear, readable fonts.
3. Avoid Jargon and Culturally Specific References
You might think using industry acronyms makes you sound smart. Really, it just makes you sound exclusive. The same goes for sports metaphors or pop culture references that might not translate across cultures or generations. You know, assuming everyone understands a deep-cut reference to 80s rock bands… it can fall flat.
Instead, try this: Speak plainly. Explain concepts in simple, universal terms. Use analogies that are widely relatable, like comparing a complex process to following a recipe or building with Lego blocks.
Putting It Into Practice: A Quick Action Plan
Okay, so principles are great. But how do you make this real? Here’s a simple, actionable plan to get your team started.
- Audit Your Existing Content: Go through your sales scripts, email templates, and website copy with a fine-tooth comb. Flag any gendered language, jargon, or assumptions. Be ruthless.
- Train, Don’t Blame: This is a learning process. Host a workshop focused on inclusive sales communication. Use role-playing scenarios to practice neutral language and asking open-ended questions.
- Create an Inclusive Language Guide: A simple, living document that outlines your company’s dos and don’ts. Make it easy to reference and update it regularly.
The Power of Listening: The Most Underrated Sales Skill
Here’s the secret sauce. Inclusive communication is less about talking and more about listening. It’s about creating a space where the customer is the expert on their own needs, their own challenges, their own identity.
Ask open-ended questions. Listen to the words they use and mirror them back. If you’re unsure about something—like how to address them—just ask politely. “Could you remind me of your pronouns?” is a perfectly professional and respectful question. It shows you care enough to get it right.
| Instead of This… | Try This… |
| “What does your wife think?” | “How does your partner feel about this?” |
| “That’s a crazy idea.” | “That’s a really innovative idea.” |
| “We need to see this with fresh eyes.” | “Let’s get a new perspective on this.” |
| “Our solution is a no-brainer.” | “Our solution is designed for a clear, straightforward outcome.” |
A Final Thought: It’s a Journey, Not a Destination
Adopting inclusive sales language isn’t something you perfect overnight. You’ll make mistakes. The goal isn’t perfection—it’s progress. It’s a commitment to showing up with more empathy, more curiosity, and more respect for the incredible diversity of the human experience.
And in the end, that’s not just good ethics. It’s simply good business. Because when you speak in a way that makes everyone feel like they belong, you stop selling to an audience and start building a community.