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Forty Ways to Ruin a Sale...and How to Avoid Them Part 5


Guest articles > Forty Ways to Ruin a Sale...and How to Avoid Them Part 5


by: Daniel Milstein


In order to become a successful salesperson, you must learn how to close the sale. You can't afford to make a small mistake and loose the sale completely. I have included some suggestions on how to keep the prospect engaged and some mistakes you should avoid.

  1. Not doing basic research on potential or existing clients before meeting with them. I have talked to a number of job candidates who did not know even the most basic facts about our company. All they needed to do was visit the Gold Star website. All salespeople should conduct their own research before meeting with any business partner. Learn enough from their Website, news articles, Chamber of Commerce or other source so that you can demonstrate your interest in making them your employer or client.
  2. Giving final ultimatums or having a 'take-it-or-leave-it' attitude. None of us enjoys being backed into a corner, forced to make a quick decision. Most prospects do not like hearing 'If you don't buy now, you won't be able to get the same modelÉ' or 'You'll not get the same deal if you wait until tomorrow.' Of course, if you need to mention any legitimate time constraint--such as a changing interest rate or special sales price--give them an objective explanation along with the appropriate options, but don't make unnecessary ultimatums.
  3. Assuming the prospect isn't able to afford a product or service based on their appearance or demeanor. You are 'judging the book by its cover.' The obvious example of this is when a casually dressed patron enters a high-end jewelry store or car showroom. The salesman takes a quick look and decides that the prospect cannot afford to make a purchase. They carry on a hurried conversation and the salesperson asks an assistant to take over, prompting the prospect to go elsewhere to make a large purchase. Treat everyone equally until you are certain they are not a legitimate customer.
  4. Being impatient with clients who need extra attention and explanation. Customers can easily tell that their salesperson is irritated when they have too many questions or ask to have points repeated. When they sense that irritation in your voice, the customer may become defensive and tune you out. Spend whatever time it takes to satisfy the prospect's questions and concerns. Some people require more 'hand holding' than others.
  5. Giving the impression you are doing the customer a 'favor' by providing the service. This may be evident by a condescending attitude, underwhelming customer service or other behavior that conveys you are in control and the customer is 'merely' paying for the product. You cannot forget that without customers, there is no business. Customers must know that you appreciate them.

Consider every meeting with a prospective customer important and do your research. Always sit down with the customer without making assumptions and listen to their needs.


Daniel Milstein is the bestselling author of ABC of Sales. For more information, visit:

Contributor: Daniel Milstein

Published here on: 23-Dec-12

Classification: Sales


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