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Forty Ways to Ruin a Sale...and How to Avoid Them Part 8


Guest articles > Forty Ways to Ruin a Sale...and How to Avoid Them Part 8


by: Daniel Milstein


Here are the next five ways to ruing a sale in this series of articles:

  1. Not letting customers know that they are more important than your commission check. Customers are well aware that you depend on sales and referrals. But they also want to know you have their best interests in mind. They want to believe that you consider them a loyal customer and even a friend. Whenever possible, acknowledge customers as being important to your professional (and personal) welfare.
  2. Not being aware that clients are not only buying a product but they are buying (testing) you. Most people are potential repeat customers, in the process of finding an ongoing source for their products or services. They are looking for a salesperson they can trust and relate to, and your total performance can cement or impede the relationship. Remember, you may make that first or second sale to a customer but end up losing them as a 'customer for life.' Use all available techniques to make a solid first impression, impress them throughout the transaction and then maintain the appropriate follow-up.
  3. Changing your tone of voice when a client gets irritated. Altering your voice when the prospect seems upset or confused would seem like a normal reaction. However, if you raise your voice, it could make the client even more irritable or frustrated. You should always be the 'voice of reason.' Strive to talk them back to a calmer attitude and then address any situation that initially may have set them off.
  4. Looking at your phone, not the customer. It is a difficult habit to break: checking your phone and sending text messages during meetings. While that may be tolerated (even encouraged in certain circumstances) with your peers during a company sales meeting, you do not want to alienate clients or business partners. It tends to make them think you are not paying attention, which, of course, you aren't. So wait until after your client meeting to check your phone or BlackBerry.
  5. Not properly scheduling meetings. If you aren't careful, meetings can consume your time. It is essential that you actually schedule them with a set length, whether they are with a client or someone else. Then, remind the participants of the allotted time and subject matter: 'Hello Tom. Thanks for taking 15 minutes to meet with me today. What I'd like to do is discuss the pricing issues and me using your condo in Florida every other weekend. Sound good?' By doing this you won't irritate the client by holding the meeting to l5 minutes when they had anticipated it would be longer. Of course, you still have the option of extending the meeting for a few minutes.

Show your customer that they are your top priority. Make sure they know you are protecting their best interest and they have your full attention.


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

Contributor: Daniel Milstein

Published here on:

Classification: Sales


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