As in several previous blogs, I have taken the position of outlining what not to do. It’s interesting that when we take a common issue or challenge and turn it around and assess it from a “what not to do” perspective, we often gain new insight and perspective.
What not to do

  • Don’t sell on low price only
    • Unless you are selling a commodity product or service, in which case price is king, learn to present the value of what you provide. Anyone can drop the price to make the sale. It takes talent and knowledge to present value in a manner that secures client loyalty and support.
  • Don’t assume that the client understands your product or service
    • Ask the client if they would like a review of the attributes, applications, or uses of what you’re selling. Upgrades and improvements familiar to you may be new or unknown to the client.
  • Don’t make promises that you can’t keep
    • You might make a sale in the short term but not build a long term relationship. Let your word be your bond.
  • Don’t underestimate your value as a resource and benefit
    • Your knowledge and time is very valuable. Identify ways you can educate the client to understand the value of your experience and understanding. (Before you can this you must be clear of your value. Read my previous blog gain more insight on this topic.
  • Don’t back away from mistakes
    • Confront problems and resolve issues promptly and professionally to win the trust and respect of the client. If you’ve messed up own it and fix it fast.
  • Don’t give up on a sale
    • Sometimes situations can change very quickly. Occasionally, even after the business has been awarded to another firm, an issue can arise that causes the client to change their mind or cause them to reassess alternate providers. That might be you!
  • Don’t make the client look bad
    •  Address client challenges and erroneous perspectives from a gracious and constructive point of view. View client knowledge gaps as opportunities to teach and inform.
  • Don’t bash your competition.
    • It’s unprofessional and petty. It can also backfire and cause you to lose credibility in the eyes of the client or worse have them wondering what you say about them when you leave their office.
  • Don’t be afraid to use every weapon in your arsenal to get the sale.
    • As long as you are functioning in an ethical, moral and legal manner keep trying. Creativity, persistence and professionalism often win over resistance.

Coaching tip – Review the list to identify behaviors or practices that have crept their way into your dealings with clients. Sometimes the small things that seem insignificant to you actually turn off the buyer or cause them to see you as less than professional. Commit to assess yourself objectively to identify areas to improve.