The art of marketing in the 21st century is selling without actually selling. As counterintuitive as that seems, it stems from the fact that most people in today's society dislike the idea of being sold to.

Consumers want authenticity, and because of that, they are hypersensitive to specific phrases that they consider "tells." These tells are hints to the consumer that the person they're speaking to isn't actually concerned about their best interests but just wants to make a sale.

Eleven associates of Forbes Communications Council, including Pablo Turletti, share some of the most common phrases that consumers consider as tells, to help you understand what should never make it into your sales scripts.

1. To Tell You The Truth

"To tell you the truth" is a commonly used bridging phrase that people should never use. While people think it makes them sound genuine, it actually communicates that you've been lying the whole time, but now you're being honest. Replace that Pinocchio phrase with a better one like, "that's a good question." - Ryan George

2. Can I Call You At 1?

Daily emails with very similar scripts hit my inbox every single day. Each one says, "Hi Kate, can I call you at 1 p.m. Thursday?" or something to that effect. Not once has this worked. The first time, it got my attention because it felt familiar and like I should know the person who's emailing me. Now that I see it over and over, it's presumptuous and tired. Please don't use this tactic. - Kate Barton, Clearview Advisory

3. Can I Have 30 Minutes Of Your Time?

I can't remember the last time I spoke to my own father for a full half-hour. Why on earth would I agree to speak to a stranger for that long? Instead, try asking for "a few minutes to chat." Trust me, if I'm interested, I will stay on the phone. - Sean Smith, Sorcero

4. I Hope You Don't Mind My Persistence

If I had a dollar for every time I got an email from a sales rep that started with, “I hope you don’t mind my persistence,” I could retire. It’s well-understood that a sales rep must be persistent, but by using that phrase, all that you’re doing is reminding me that I’ve already chosen not to engage with you multiple times before. Instead, be direct and focus on the value you can provide me. - Amanda Bohne, AppNeta

5. World-Famous

Authenticity and transparency are becoming increasingly important to socially-conscious consumers. Using buzzwords like “world-famous” and “world’s best product” is misleading if the brand or product is not actually world-famous. The best marketers are educating their community and influencers on their products and brand values, allowing brand advocates to spread the word in an authentic way. - Vincent Phamvan, Simplr®

6. Are You The Decision-Maker On This?

Nothing will tank a sale quite like insulting the person you're pitching to, so avoid asking your contact if they are the "decision-maker." First, it means you haven't done adequate research before contacting the company and secondly, it alienates your conversational counterpart by questioning their clout and authority. Authenticity is about lifting people up, not bringing them down. - Melissa Kandel, little word studio

7. Sorry To Bother You

Please, just stop this. You are not sorry for bothering me, and why would you bother me in the first place? If you are offering me something of value, this is not a bother. It's only a bother if you're trying to push something on me that I don't want or need. Bring value to me, and you won't be bothering me. - Cody McConnell, Keller International

8. With One Sale, This Will Pay For Itself!

Every business-to-business product/service is designed to help save time or money. That is a minimum threshold and something all providers will say. You must take your unique value proposition and demonstrate how it will help your prospect achieve their goals. In other words: show, don't tell. Not only does this tired phrase sound like an empty promise, it also won't make you stand out from competitors. - Ellen Sluder, RingBoost

9. This Is Good For You!

Whatever marketing promises, it will be tainted by the biased promoter. Customers want to discover and learn which value this product or service entails for them. So don't sell, show and teach where is a possible benefit (emotional or functional) in your offer. Let consumers gauge whether it represents value to them. Help them talk and engage. Never say something like "this is good for you." - Pablo Turletti, ROI Marketing Institute

10. Hurry, Don't Miss Out

In today's modern economy buyers have so many choices. As a result, they are becoming less sensitive to fear tactics and are more concerned about the value derived from the product or service. Trying to create urgency by pushing the "emergency button" is a dead tactic. Instead, focus on creating a concise authentic statement about the value your product or service offers for their persona. - Leela Gill, Intelligence Node

11. Have You Reviewed My Previous Email?

Persistence is a great trait and generally appreciated by most recipients. However, the line between persistent and pushy is very thin. An obviously-automated email asking me if I have reviewed your email from yesterday isn't going to get me to go back and read your previous message. It's more likely to get both emails (and any future ones) thrown in the trash without reading further. - Tom Wozniak, OPTIZMO Technologies, LLC

This article was originally published on Forbes.com