Who would have guessed that the tone and diction have a direct impact on a business’s payments? Well, that is exactly what research from Tide, a leading business management platform, has indicated: there are correlations between the softness of language and getting paid. So what does that mean? Let’s dive in.
Simply put, using wording that is more unsure, softer and less direct is hurting SME’s chances of higher pay. Terminology such as ‘no worries if not’, ‘when you have time’ and ‘just checking’ is often used to sound more polite and not like you are a hassle – all good ideas when attempting to make a sale – result in the exact opposite! Respondents report that they typically deal with ‘ghosting’ problems, including clients not paying, and the expectation to meet unreasonable deadlines.
The effect that language has on perception is immeasurable (writers and marketers know this). It shapes what the receiver of the message understands and believes about what is being said and by whom. It is becoming increasingly clear that in business, diction is everything.
What is meant to be courteous is experienced as a lack of confidence and uncertainty, reducing the seriousness of the matter at hand. Because many business owners are already self-aware and shy when it comes to talking money, they are more likely to fall into this trap.
Furthermore, in the current workplace landscape, Gen Zs and younger Millennials use this type of terminology when they converse about work. 75% of Gen Z employees and business owners regularly use phrases like ‘no worries if not’, meaning that their natural way of communicating is detrimental to their bottom line.
The Research
Tide surveyed 1500 employed adults, including 250 self-employed small business owners, to explore how the way we communicate could impact career and payment prospects in professional settings. The results are shocking and concerning.
Quick Facts
- The data indicates that SME owners are eight times more likely to be ‘ghosted’ or paid late when softening their language.
- 62% of the working world is using language that could be limiting their growth; softening their word choice is standard operating procedure, and not an approach only used with
- More than half (53%) also apologise even when they have done nothing wrong. For example, ‘sorry to message’.
- For business owners who use word choice that is toned down, 57% says that they have to chase down payments.
- An additional 62% has reported that they have experienced haggling from customers over pricing.
- 59% of those who soften their requests say they’ve been ‘ghosted’ by clients, leaving leads and therefore potential income on the table.
- 61% of small business owners indicate that clients arrive late to appointments, wasting valuable time.
The research highlights a deep vulnerability of all generations: Discussing money is awkward.
One in three self-employed/small business owners says they worry about how discussing money is perceived.
Money Talks
Dr Mahrukh Khwaja, Tide member and founder of workplace well-being start-up Mind Ninja, who has previously experienced these same issues within her business, says that being direct and honest with clients is an important part of business, and with time, this has become paramount.
“One corporate client took five months to pay, offering repeated excuses about internal payment system changes each time she followed up. The change she made was straightforward: she now raises payment terms at the very start of a client relationship and requires a 50% retainer when booking. It’s the type of transparency she says changed how she runs her business, and that small business owners and self-employed professionals should adopt.”
Dr Khwaja provides actionable advice for managing difficult workplace and client discussions, aiming to bolster confidence during financial discussions.
- Reframe the money conversation. Talking about pay/fees doesn’t have to feel confrontational. Dr Khwaja recommends thinking of it as part of a process of openness that gives clients the information they need to make the right call. “Reframing the money conversation as part of your process of being transparent and allowing for informed decision-making. The right clients/customers will see the worth in the service/product and invest.”
- Do the scary thing. Feeling nervous before sharing a quote or holding firm on a price is normal, but it shouldn’t be a reason to water down a request. “It’s perfectly natural to feel nervous about sharing our fees and having money conversations. Hold your ground. With time, it does get easier.” Sales role-play with a mentor can help with this, as well.
- Get on a call. Where possible, Dr Khwaja recommends moving pricing discussions off the page and onto a screen, or face-to-face: “Voicing any concerns over a video call is much easier than on e-mail.” E-mail has a way of making difficult conversations feel bigger than they are. Making it a rule to discuss quotes in person rather than written communication can help.
In Dr Khwaja’s experience, consistency is what makes it stick: the more regularly these habits are practised, the more naturally they come. Building this confidence is a long game but a manageable one.
It all boils down to practising effective communication and language skills. Just as an entrepreneur should work at learning financial, sales and marketing, or any other business skill, communication should be central to improving the business.
Simon & Simon notes that strong language skills underpin effective communication, influence how others perceive your brand, and help maintain healthy professional relationships in any market.
Practical Advice
“Most people start a business because they’re good at what they do, not because they’re experts in pricing, negotiation or financial admin,” says Heather Cobb, UK Managing Director of Tide. “That side of running a business can feel daunting, especially early on, and it’s easy to fall into patterns that undervalue your time or work.
“Getting the basics right makes a real difference. Being clear, professional and consistent in how you talk about pricing – even when it feels uncomfortable – helps set expectations early and avoids problems later, whether that’s chasing payments, undercharging, or feeling frustrated with clients.”
SMEs should not be shy about improving their communication skills. Starting small, such as noticing whether or not you use ‘soft language’, can have a positive impact on your business.
