12 More Things to Avoid on a Sales Call

A couple of weeks ago I posted "8 Things NOT To do on a Sales Call" based upon an article I had read about "8 Things Not To Do on the First Date." I wanted to get at the basic mistakes that novice sales reps sometimes make.

That post generated a large number of comments, most of which contained additional suggestions that should have been on the list. It would be a shame to leave those suggestions buried in the comments field, so here are the best of them.

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When you are on a sales call NEVER, EVER:

• #1: Discuss politics or religion. Such subjects are almost always a trap into opinionated quicksand that's hard or impossible to get out of. Fix: keep the discussion on business or neutral ground.
• #2: Dive into your product pitch. Sure you've got something to sell, but if you pitch too soon, you'll get pitched out the door. Fix: Ask questions to understand needs, before you pitch.
• #3: Arrive late to the call. If you don't arrive on time it tell the customer clearly that you don't give a damn about them or their time. Fix: Always arrive 15 minutes ahead of time. If you drive to calls, get a GPS.
• #4: Appear flippant or sarcastic. A good-natured laugh at a joke might be taken personally by someone watching out the window, without hearing the context. Fix: Watch your demeanor at all times.
• #5: Lack requisite product knowledge. The prospect doesn't want to hear "I need to get back to you about that"...over and over. Fix: make sure you're trained on your current products and policies...before the call.
• #6: Fail to plan the call. Sounds simple, but trying to close when should be qualifying (for example) is a lost sale. Fix: Never enter a door without first thinking about what you plan to accomplish.
• #7: Be too business-like at first. Remember you're building bridges with another human being, not just a notch in your sales gun. Fix: Smile and be friendly... but don't get too gushy.
• #8: Show up with a crowd. If you bring too many people, it will draw customer's comments about why your costs so high Fix: Use webconferencing when you need to include additional resources.
• #9: Fail to check your appearance. Don't show up with something amiss that a quick stop in the client's bathroom could head off. Fix: Make a quick pit stop - with a look-over - before the call.
• #10: Forget the customers' names. What could be more embarrassing than actually forgetting whom you're talking with? Fix: Write down the names down of everyone in the room with a small table diagram.
• #11: Be rude to the admin. No flirting, of course, but if you act all arrogant and superior, you'll just antagonize the help. Fix: Be friendly and respectful of the staff - admin and otherwise.
• #12: Ask personal questions. You may think that the customer is your friend, but you can easily screw up if it gets too personal. Fix: Keep the conversation focused on business issues, especially the customer's needs.

UPDATE (11/26): I changed #12 because it originally suggested sports as a neutral topic. A reader pointed out that in some countries people actually get in fist fights over sports.