Sales Training Weekly: Common Sales Mistakes (1) - Seven Things You Should Never Say | 士丹利周

Why do clients always refuse to meet with you? How can you make a positive first impression? What statements might push clients away?

One of the most common frustrations among sales professionals is the repeated experience of clients refusing to meet, often with a range of excuses. On one hand, salespeople face constant pressure from their managers to increase the number of customer visits; on the other hand, they’re met with rejection after rejection. As a result, the salespeople decline morale and eventually surrender.

Before addressing this challenge, let’s consider why clients are unwilling to meet. When someone attends a seminar or business meeting, they expect a return on their time investment. Similarly, when clients accept a meeting invitation from a salesperson, they anticipate a meaningful interaction. If the first meeting leaves them feeling their time was wasted, they’re unlikely to grant a second chance.

What often derails that first impression are common conversational pitfalls. Here are seven conversational habits sales professionals should avoid:

1. Asking for a favor
Clients have no obligation to help you hit your sales targets. Overly flattering them or making desperate appeals can come across as insincere and self-serving, especially if you only show up at the end of the month to chase quotas. This approach can erode trust and credibility, leaving clients feeling manipulated rather than valued.

2. Asking “What will it take to close this deal?”
This question shows you are unprofessional and even a bit lazy. It puts the onus on the client to define the path forward and assumes that any terms they set will be automatically acceptable. Furthermore, clients may not have a clear idea of their own needs, which is why they turned to you. Your role is to guide them — not to throw the responsibility back at them.

3. Sharing negative or irrelevant information
Bad-mouthing competitors, complaining about your company’s internal processes, or airing personal grievances won’t win any trust with clients. People value optimism, expertise, and professionalism. If you fill the conversation with negative remarks, it’s unlikely they’ll view you as someone they can rely on for constructive solutions. Leave the venting for your time; when you’re in front of a client, stay positive and solution-oriented.

4. Overusing filler phrases or small talk
Clients appreciate concise, meaningful conversations. If you rely heavily on empty expressions — like “You know,” “Frankly,” or “At the end of the day” — without adding real substance, your message can become diluted. Focus on delivering clear, actionable insights rather than cluttering your dialogue with vague or repetitive statements.

5. Centering questions on yourself, not the client
It’s tempting to jump straight into what you want to sell, but effective selling begins with understanding the client’s needs. Take an example of a customer who wants to buy a drill. Instead of asking, “What kind of drill do you want?” start with questions that uncover the purpose behind their purchase: “What type of projects are you working on?” or “What are your biggest challenges with your current tools?” This demonstrates that you’re invested in their success and lead the customer to understand their needs, not just closing a deal.

6. Over-reliance on company policy as an excuse
Saying “That’s company policy” may seem like a convenient response, but it often comes across as dismissive. Clients want to know that you’re there to work with them, not hide behind rules. If you keep deflecting their questions with “policy” as your answer, it diminishes trust and signals inflexibility.

7. Using “but” too often
Even when you start by agreeing with a client, inserting “but” can negate the positive tone of your response. For instance, saying “That’s a great point, but…” might feel like you’re dismissing their input. A simple reframe — like “That’s a great point, and…” — maintains a collaborative atmosphere and makes it easier to introduce your perspective without sounding contradictory.

In summary, these seven conversational habits can significantly influence how clients perceive you as a professional. By steering clear of these pitfalls, you’ll be in a better position to build trust, strengthen relationships, and ultimately secure more productive and enjoyable client interactions.

In the next “Sales Training Weekly,” I’ll share some Self-Destructive Sales Mindsets that we should prevent. Stay tuned.

17/1/2025–2/2/2025