In the 21st century, consumers have learned how to pick up on the “canned,” pre-written language businesses use in sales scripts to make their communications with customers come across as more “genuine.”

Recent studies have found that consumers are more satisfied after interacting with a company if its sales representatives use specific and concrete language, as it shows that they are actually listening to the customer’s issues. Consumers value truly authentic brand experiences, and using cliché or canned wording in sales and marketing scripts suggests the exact opposite of those principles.

Read on Forbes.