One: Never argue. Remember that although the customer may not be right, they can never be wrong. No one wants to be wrong so even if they are obviously wrong, find a way to say so without calling them a liar. Allow them to figure this out for themselves and you won’t offend them.
Two: Leave your own opinion behind. This is especially important when you’re dealing with something that may be religious oriented or politically oriented. You may have strong convictions about something, but you don’t have to share them. You want to win the sale, not make an enemy. If they disagree you can make a mortal enemy. Even if you’re a Strong Christian and want everyone to know, this isn’t the time. Never share it unless you discover that that is a common thread with the customer and it will help the cause.
Three: Never dis the competition. It isn’t needed and you need to show respect even if you don’t like the competition. It’s important to know your own product as well as the product of the competition, but you need to keep focus on what you’re selling. If you spend time dissing the competition you’ll wind up selling their product. Don’t even bring it up, simply tout your own product and its benefits.
Four: You don’t need to oversell. If you tout your product and give it credit where credit isn’t due, you’re overselling. You need to state facts that can be backed up with proof. If you’re telling customers what they want to hear and it isn’t true, you not only risk losing a sale, you also risk a lawsuit. Avoid wild claims and stick to the facts.
Five: Never pretend you have authority if you don’t. You’ll find that if you do this you’re going to wind up overstepping your bounds. Don’t promise something you can’t deliver such as a steep discount or coupon. Remember, if you can’t deliver, you’ll lose the sale. It’s simply not worth the effort to lie and tell someone that you can when you can’t. Worse, the potential customer can relay this back to other potential customers and you may wind up losing more potential sales.
It’s important to do your sales calls right. You only have one opportunity to make a first impression so make it count. Remember that you might be able to find more things to avoid during your sales calls, but these are vital points to remember at all times. Never do these during a sales call.