Neutral Language Selling
Swap assumptive words for 'might, maybe, possible' and sales resistance disappears.
- Difficulty
- Moderate
- Time to result
- ~days to results
- Steps
- 4
- Confidence
- 85%
Neutral languaging is Miner's technique of stripping forcing, assumptive words out of frames and questions in the early part of a conversation. Because you have almost no trust in the first two minutes, assumptive phrasing makes prospects push back. Instead you use soft, neutral words — might, maybe, possible, could — so no one can object to 'possible next steps.' As trust and the gap grow later in the call, you gradually become more assumptive because you've earned the credibility.
Origin
Miner developed neutral languaging from behavioral science on status and resistance, refining exact wording of sales frames in the field so prospects never feel forced into a yes.
Core principles
- 01Assumptive language early triggers resistance because you haven't earned trust yet.
- 02Softening words — might, maybe, possible, could — let the prospect keep their guard down.
- 03You can become more assumptive later once you've built a gap and credibility.
- 04Don't overuse any one softening word; rotate through synonyms.
How to run it
- 1
Neutralize the opening frame
Instead of 'the way this call is going to go is I'll ask questions and if we're a good fit...', downplay it as 'the first part of this call is pretty basic, it's really more for us to find out...' using an 'us' collaboration frame.
Pro tip The word 'us' signals collaboration, not a pitch.
Watch out A forcing frame makes A-type buyers say 'I'm not ready to buy' and resist the rest of the call.
- 2
Soften every gap question
Say 'the results you're getting compared to maybe where you're wanting them to be' rather than 'where you want them to be,' which is too assumptive too early.
Pro tip Use your hands to visually create the gap while your words stay neutral.
- 3
Neutralize the close-setup
Say 'towards the end, if you feel this might be what you're looking for, we can talk about possible next steps' — no one refuses 'possible next steps.'
Pro tip Rotate softeners — might, could, maybe, possible — don't repeat one a hundred times.
- 4
Earn the right to be assumptive
Later in the conversation, once you've built a bigger gap and more credibility, become more assumptive because you now have the trust to support it.
In the wild
Miner contrasts the assumptive 'where you want them to be' with the neutral 'maybe where you're wanting them to be,' showing how the softer phrasing keeps an A-type business owner from pushing back in the first two minutes.
→ The prospect stays open and keeps answering instead of declaring 'I'm just looking.'
Common mistakes
Getting assumptive too quickly
Assumptive language before trust is built makes especially A-type business owners push back with 'I didn't say I'm ready to buy.'
Over-repeating one softener
Saying 'maybe' or 'possible' a hundred times sounds unnatural; the words must be rotated.
Is it for you?
Best for
Salespeople and DM-based sellers wanting to prevent resistance in the opening minutes.
Not ideal for
Late-stage closing moments where measured assumptive language is actually appropriate.
From the transcript
“you'll never have sales resistance by just changing out a few words might be possible those type of words”
“notice I said maybe wanting them to be see how I neutralize that rather than saying compared to where you want them to be that's…”
From the episode
Jeremy Miner: The Neuroscience of Selling, Master the Secrets to Effortless Sales
Jeremy Miner