I was chatting to my friend Ben the other day, a very accomplished sales manager in the retail sector. I asked the question “How can you identify a bad salesperson?” His response was simple yet fascinating.
Without hesitating he said “A bad salesperson creates regret”.
What a great answer! While the conversation moved on, Ben’s statement continued to buzz around my head. I had to explore this more. So I did.
Bad salespeople create regret in many ways, which leaves a bad taste in the mouth of the buyer. In turn, this reduces the likelihood of a return buyer. As a business developer the aim is to develop long term relationships that yield fruit over years. Not chasing the immediate sale.
So there is value in understanding how bad salespeople create regret so we can learn from this behavior and avoid it ourselves.
High pressure sales tactics
Use high-pressure tactics to force consumers into making a purchase feels like a practice from the 1980’s. Aggressive language, making false promises, and using scare tactics make you feel like you’re running out of time to make a decision. This type of bad salesperson behavior pushes you into making a purchase that you later regret.
Instead, good business developers should be winning work through service. Helping their customers find solutions through honesty and ethical behavior. This in turn fosters trust which yields long term revenue.
Misrepresentation of products
Making false claims about the product’s quality, capabilities, or performance is inexcusable and definitely in the realm of the bad salesperson. This creates regret for consumers who were led to believe they were buying a high-quality product, only to find out that it does not perform as expected.
Rather, be honest in your dealings. Be clear and truthful about how your offering solves your customers problems. If you really can’t help your customer, let them know. They will be more likely to seek your help in future.
Upselling
Upselling is where a salesperson tries to sell more products or upgrades than you initially intended to purchase. This can create regret for consumers who feel like they were pushed into spending more money than they wanted or could afford.
In some cases the upselling is warranted, in order for the customer to get the most value out of their product. However, the unthinking “would you like fries with that?” mentality doesn’t add any value and likely fosters regret.
A good rule of thumb is to only upsell when you are adding real value by doing so.
Inadequate product knowledge
Bad salespeople often brag about being able to “sell anything”. However, such a claim often means they don’t have a good understanding of the products or services they are selling. This results in giving incorrect information or making false claims about the products. In turn this creates regret for consumers who find out later that the product or service is not what they thought it would be.
Alternatively, make sure you understand your company offering. Arm yourself with knowledge. This is where, as a technical consultant your experience really shines. If you don’t know the product or industry, learn. Immerse yourself in not only the product or service but the context around it. Use the technical team for support. There can be real benefit in getting them in front of your customer when discussions get technical.
Lack of customer service
Customer service can make or break a business. Unfortunately some salespeople don’t provide adequate service after a purchase has been made. This includes, follow up, feedback, assistance and generally boils down to continued communication. Taking an order before immediately moving on to the next without a thought for the customer can create a feeling of regret. Preventing them from becoming a return customer.
Spending time with your customer, building rapport and helping them solve a solution sets the foundation for continued communication. Make the most of it. Checking in with your customer to make sure they are happy goes a long way to solving issues before they get too big.
Let your customers know that they are important to you and that they care.
Final thoughts
Bad salespeople create regret in many ways, and as a business developer it’s important to be aware of these tactics so as not to emulate them. It really comes down to service. Treating your customers with respect, understanding your product and industry while avoiding unnecessary upselling and bully tactics helps you avoid this. As such you can raise the probability of a customer coming back to you again and again.
Remember, a business developer is not a salesperson. Business development should be built on strong relationships and even stronger customer service.
Can you answer the question: How do you provide good service to your customers?
Bad salesperson
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