It was "Totally 80s" week on television, and I was watching the movie, Beaches. In it, Bette Midler's character (who was caught doing something she shouldn't) brassily proclaims, "I didn't know I was doing it, so it doesn't count."

That excuse might work one time in your life. But once someone brings the error of your ways to your attention, then continuing to make the same mistake over and over is akin to digging your own grave.

So listen up! The words I'm about to share with you hurt your sales efforts. When you use them in your attempts to win new clients, you literally create problems for yourself. In today's crazy marketplace, that's the last thing you need to happen.

To make matters even worse, you probably carefully selected these words to impress your prospects with the value your company provides, or the kind of relationship your firm establishes with its good clients. So ... drum roll ... here they are:

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