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Sales: reminders of best practice

One in a series of Top Ten Tips for sales.

Do not prejudge

The worst thing that a salesperson can do is to make a sale to one customer and then visit another customer in the same business line. The danger is that the salesperson will assume that the needs of the second customer are the same as those of the first. Pre-judging the issue means that the salesperson is less likely to ask questions, listen attentively and discover the real needs and values of the second customer - which may be quite different. Never assume, never pre-judge, always listen and treat each customer as a unique person.

Do not ignore the smaller sale

It is always good to make the big sales. However, smaller ones can grow. Even if a customer does not seem able to buy big, provided that the sale is profitable, concentrate just as hard. Selling is not only about making the big sale. It is also about building up relationships, demonstrating customer care, building a reputation and getting third party references. Small customers may be a useful source of these even if they do not spend a lot of money with you.

Do not be clever

A sales meeting is not an opportunity to show how clever you are. Do not attempt to show each and every customer that you know all there is to know and that you are smarter than they are. The essence of successful selling is to meet each and every customer on their terms and to build a relationship.

Do not think it is all over

Never discuss a sale with a colleague until you are well away from the customer or the customer's premises. Frankness, even laughter between friends is fine but not when the customer might hear it. Insult a customer in this way (even if you did not mean to do so) and he or she will have the last laugh. Remain professional.

Do not waste time

Do not love a no-hoper to death. If a customer is not going to buy, has criteria which are not in keeping with your firm or wants a price which is out of line with what you professionally consider is right, then do not waste time. Politely say to the customer that it would not appear that you can meet their criteria or their price expectations and leave. Sometimes they will call you back but this is not the real reason for leaving. You only have so much time. Ensure you invest it with the right customers.

Do not tell lies

Never make a product or service claim that you know to be untrue. Never quote a third party reference that is not correct. Customers will inevitably find out. Remember that the essence of selling is to create a relationship such that the customer will buy from you again. Second and third sales are always more profitable, in terms of time expended, than first sales.

Avoid win-lose

Never get into an argument with a customer such that one of you wins and the other loses. Even if you win the argument, you will lose the customer. Find a way of backing off gracefully. "I can see your point. I am not sure that I totally agree but I would rather find points of agreement with you than argue."

Do not ignore complaints

A complaint is a danger signal but it can also be a selling opportunity. It can be an opportunity to demonstrate your commitment to the customer. Follow up on any complaints your customers make. Listen attentively and find out what led up to the complaint. Find out what went wrong and get it put right. Ensure that the customer feels that he or she has been treated properly even if you cannot resolve the complaint because it arose from something the customer did or misunderstood. Review the Customer Type and Customer Response exercises.

Do not ignore your colleagues

Team selling works. Whenever possible, take a colleague with you on a sales call. Not only can they give you feedback, which is integral to learning, but they may be able to spot things that you miss. (Remember, the observer sees most of the game.) Some salespeople seem to avoid introducing their own company's technical people into their customers. This can be a major mistake. If your technical people get to meet their technical people, both can enjoy a technical conversation and build relationships. This is especially important in major account selling. In fact, the role of the major account manager is mainly to facilitate understanding between the two companies.

Do not be ordinary

We do not mean that you should dye your hair crimson! Have something about you which is different but make it something in tune with the customer's values. If you wear a suit, consider a spotted handkerchief in the breast pocket but do not do this if you are visiting a modern hi-tech company where they do not wear suits. (In this case, think outside the square. Take a look at Funky Business. That's pretty way out!) In this case, consider a casual suit or desert boots. In the case of hot weather, consider not wearing or even taking a jacket. Wear a pressed shirt with your company logo and perhaps a straw hat. You choose but think of something which will stick in the mind of the customer without violating their values. Each occasion is different. Above all, think of the customer. You might think a certain style of dress is fashionable and with it. What you think does not matter. It is what the customer sees you as that matters.