A wise man once said, "If selling were easy your sales manager would be doing it." It's true, sales is not an easy career. You have to be nearly immune to rejection and ever-flexible with the changing economy.
But one thing is for sure, no sale has ever been endangered by a salesperson with excellent etiquette. So what is sales etiquette? Essentially, proper etiquette is the customs or rules governing behavior regarded as correct or acceptable in social or official life...including business life. Sales etiquette merely incorporates those same standard rules of behavior into a sales scenario.
Keep reading, but only if you want to close more sales...
1. What's in a Name?
There is no faster way to offend someone than to mispronounce their name. When making a sales call, either by phone or in person, be sure that you pronounce their name correctly and then remember it. If you are unsure, just ask, "Good morning, how are you? Would you please pronounce your name for me? I want to be sure I get it right." People with unusual names are used to this request. If you happen to encounter an assistant first, it takes only a few minutes to clarify with them before you ever reach the client.
"I am so terrible with names," will not cut it in the sales world. There is competition out there, in case you weren't aware, and if they are remembering names and you aren't you could very well "forget" your way out of the running. Come up with a method that works for you, such as repeating the name out loud after an introduction or visualizing the name. Be sure to reread emails before sending so that you don't accidentally address "Bobby" if he prefers "Bob," or call "Kathy" "Kathleen." Making an impression on a client is oftentimes not one thing but a series of things; remembering and then correctly pronouncing their name is the first step to a series of great impressions.
2. Timeliness is Next to Godliness
Perhaps this isn't exactly true, it may be that "cleanliness" is next to Godliness, but timeliness is definitely next to closing the sale. Though being late may be a relatively quiet act, it speaks very loudly about your respect for other people. Essentially, you are making the statement that your time is more important than their time. When attempting to impress a prospect or close a sale, I am pretty sure the last statement you want to make is that you are more important than they are.
Don't just be on time, be prepared. Skidding into a conference room with your shirt un-tucked and your laptop bag dragging behind you is no way to say, "I am confident that you want to purchase my product." Arrive five minutes early to a sales call and ensure that your laptop is cued up, PowerPoint is ready and any handouts are in order. Call ahead, if need be, and inquire about the WiFi or technology available. Being surprised by a lack of Internet connection, wide screen or flip chart is no way to start a presentation.
3. Enough About Me...Let's Talk About Me
Most all of the rules that apply to social interaction also apply to interaction in the sales realm. A sales call or presentation should not be one-sided. Not only is it rude to spend 45 minutes informing the customer about your company and how great you are, it in no way uncovers their needs, and, after all, that is why you are there; to uncover the needs of the client and provide a solution with your product. You will close a lot more sales with your ears than with your mouth.
There is no need to fill the prospect's head with every detail of your company's history. Though you may find it simply riveting that your mail room was recently renovated, it has nothing to do with the client or their needs. Keep your overview of who you are and where you came from short and concise, and spend the rest of your time focusing on the customer.
This is also not the time or the place to insert private personal information. Though you may feel comfortable with your customer, you need to keep the tone professional at all times. Revealing the pain of a recent divorce or the intricacies of your acid reflux is irrelevant and too personal. Talking about a recent vacation or inquiring about their children, whom they have mentioned, is as personal as you should get.
4. Moving On
Once you have closed a sale and obtained a new client the relationship building must continue. Abandoning a client because you have received your commission is a sure way to lose them once their contract is up. Even if your company has a specially appointed "client relations" department, that does not replace the need for you to continue to nurture your relationship. The best kind of customer is a repeat customer and that requires work! Set reminders to touch base with your client quarterly, or whenever is appropriate for the nature of your sale. Let them know that you are there for them if ever they have an issue. After all, just because you make new friends (customers) does not mean you ditch the old ones.
"You build a successful career, regardless of your field of endeavor, by the dozens of little things you do on and off the job." - Zig Ziglar
5. Thank You Very Much
Thank you notes are sales etiquette 101 and should be a part of every facet of your life - professional and personal. Though email is easy and quick, it doesn't have the same impact as a handwritten thank you note. Even if a prospect has decided to go in another direction - send the thank you note; just because they have said "no" now does not mean they will always say no. A sales career is about persistence and reasonable levels of follow-up. However, I would avoid sending a fruit basket every week and showing up unannounced with cookies; after all, you want to build a relationship, not a stalking record.
Be sure your note cards are professional. Kittens and smiley faces are fine for telling Grandma that you love your new quilt but they don't exactly scream "Professional Salesperson." If your company doesn't provide them for you, get your own, keep them simple and elegant. Many key elements of becoming a successful salesperson are not things that your company provides. Don't rely on corporate funds for every tool; take responsibility for key relationship building tools - like thank you notes.
"Gratitude is the healthiest of all human emotions." - Zig Ziglar
6. Call First
Setting an official appointment with a client is as important as arriving on time for that appointment. Though there are many different types of sales, some which warrant dropping off flyers or information, for the most part people appreciate a heads up. Showing up unannounced asking to speak with a CEO will most likely be a waste of your time. Not many people running a company have a spare hour to spend with someone who just stops by. Think about it, would you just "stop by" your mother in-law's house unannounced and hope she had a few hours to spend with you? If so, then you are braver than most.
7. Hold the Cash
Thank you notes are a must but gifts can be tricky. It is not always appropriate to send gifts to a prospect or client. Many organizations have strict policies about receiving gifts, especially cash or gift cards. Government agencies, in fact, strictly forbid it. To be safe, avoid any gift that can be turned in for cash or goods. If you feel that a gift is in order - perhaps around the holidays or after a sale is made - stick with something appropriate like a gift basket with coffee, candy, cookies or branded items from your business (like notepads, pens, etc.). Never give an extravagant gift to a client. It will not only make them feel uncomfortable but will make you look like you are using the gift to manipulate or bribe. And you wouldn't want that - would you? If you have a strong, solid product that the client needs, you needn't manipulate or bribe. Lead with your product and the benefits to the client - that's all
you need!
8. A Side of Sales, Hold the Compliments Please
A compliment paid in hopes of gaining a sale is not a compliment at all. It is straight manipulation. This applies especially to those in the direct sales industry. Approaching a stranger with accolades of their beauty or appearance and then handing them a business card is nothing more than a thinly veiled tactic. The chances are that most people are smart enough to see through it and your attempt at softening them may turn them off completely. If approaching the general public is part of your strategy, don't open with a personal remark. Be honest about who you are and who you work for, then go from there. People appreciate knowing what they are dealing with much more than they do being baited with a nicety. In all things you should be sincere and straightforward; sales is no different.
You see, that wasn't so hard. Incorporate these etiquette tips into your sales process and we will see you not at the top...but over the top!
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