Things not to do when making a sales call

I was in sales for a long time. I worked as a salesman peddling jeans and garments, and working the rounds of department stores. It was one of the greatest learning experiences of my life.

During that time, I’ve learned some pretty good ideas on what to do when making a sales call. It consists mostly of common sense. But the following is a rundown of what not to do during a sales call (and how to keep yourself from sabotaging your very own bright career in sales).

1. Never argue with the customer.

Even if you win the argument, you can still end up the loser when you lose the respect of the client and when you lose the account.

2. Never show up late.

Always arrive 15 minutes ahead of time. “Sorry I was held up by traffic” is no longer an accepted reason in this country.

3. Never flirt with clerks, Secretaries and most especially purchasers.

Even if you’ve got soap-opera-quality looks, chances are, you’re only going to annoy (or even alarm) people who will tell the boss. Stay polite, friendly and respectful.

4. Do not forget to do your homework.

Rather than going into a useless chatter about the weather or about the trophies prominently displayed in your prospect’s office, why not learn more about the person and about the company instead.

5. Do not pretend to just be in the area.

Have something important to say or sell justifies your presence.

6. Do not text or answer calls during a sales call.

At that moment, nothing could be more important than your real live prospect. So turn off your mobile phone and leave it in your briefcase.

7. Do not overstay.

You may have lots of time to kill, but your prospect is busy. Respect his or her time.

8. Do not do a monologue.

Listen first, listen more, and speak only on things relevant to the needs of the buyer. Initial sales calls are all about relationship-building and gathering information, which you can’t do if your mouth is busy working. Get curious about the customer and ask questions.

9. Do not discuss politics and religion.

Keep the discussion on business or on neutral ground.

10. Do not dive into your scripted sales pitch.

Ask questions to understand needs, before you pitch.

11. Do not be sarcastic.

Watch your demeanor at all times.

12. Do not go unprepared.

As a prospect, I don’t want to hear “I need to get back to you about that” over and over. Make sure you’re trained on your current products and policies before you make the call.

13. Do not be too formal at first.

If it’s one of your first few sales calls, then you’re building bridges with another human being. So smile and be friendly – but don’t get too gushy!

14. Do not ask personal questions.

Be professional and act professional. The customer may be your friend, but show respect when you are in his work place. Keep the conversation focused on business issues, especially on the customer’s needs.

15. Do not bring a crowd with you.

You will cause a lot of distraction in your prospect’s work place and you will appear like you’re proud and snooty.

16. Do not fail to look presentable.

Dress appropriately. Don’t show up sweaty and all messed up.

17. Do not forget the customer’s name.

Write down the names of everyone in the room with a small table diagram.

18. Do not be rude to anyone in the office.

If you act all arrogant and superior, you’ll just antagonize the help.  Be friendly and respectful of the staff – admin and otherwise.

These pointers come with simple common sense. But the problem with common sense is that, it is not common at all!

Interestingly enough, when you get right down to each point, you’ll find that they all point to the Biblical exhortation that goes, “Do unto others as if you are the others.”

So go and do likewise. –Francis J. Kong (The Philippine Star)

(Get daily inspirational quotes and thoughts from Francis! Send “Inspire” to 288 for Smart or Sun subscribers and 2889 for Globe. Visit facebook.com/franciskong2 for more details.)