How not to be a sleazy salesperson

Whether you realize it or not, you’re in sales. And if you don’t think you’re in sales, you’re probably in the wrong business. We are all, as the 2008 cliche goes, brand ambassadors. At the root of everything we do, we are trying by representation to drive more business to our company. 

Now that we have that established, let’s talk about what it means to be a good sales person. To do that, let’s state the obvious: sales people can be gross and you don’t wanna be that guy. Lessons are still being taught that continue to ruin the reputation of the sales profession. For example, to kick off the new year one of my networking groups hosted a virtual session with an inspirational speaker and sales coach to demonstrate ways of making money during the pandemic. While some solid points were made (call on take-out restaurants, up your digital presence), there were a few points that made me cringe, squirm in my seat, and took me back to the crappy used car sales techniques of the 90’s. 

Pandemic or not, if you aren’t actively engaged with your prospective client’s business, you’re going nowhere. Not only was this speaker’s advice unhelpful, he seemed to be coaching us to be underhanded sleazebags. Let’s look at these techniques one at a time and assess some alternatives that might actually get you the sale.

Tip 1: Getting through the gatekeeper version 1

Wanna get through the gatekeeper? Don’t tell them who you are or where you're calling from. Instead of William Duffee-Braun with Valiant Marketing, just say William with VM. This way the gatekeeper won’t question who you are or what you do and simply transfer you on through (hopefully). 

Ok, let me play this out for you. If, for some crazy reason, the department you are trying to reach does pick up, once they learn who you are and why you are really calling them: *CLICK*. Then, the gatekeeper gets reprimanded for not being more thorough. Good luck ever getting transferred to a productive conversation again. 

Try this instead: take some time, investigate both the company and their employees. If you really see the gatekeeper as a barrier do some research. Company websites and Linkedin pretty much tell you everything about the staff you might need to know. Then, when you call and the gatekeeper answers, authentically mention that you’ve read about them on (see above) websites, appreciate the work they are doing at XYZ company, and that you need their help in getting to the right department. Even during all the chaos of today, people still want to help people.

Tip 2: Getting through the gatekeeper version 2

Another crappy technique our sleazy sales coach proclaimed was to let the gatekeeper know that department manager so-and-so is expecting your call. “Hint, it’s not a lie if you called prior, reached the department’s voicemail and let them know you would be calling back at that specific moment in time”. Ew. 

Let me play this one out for you. So the gatekeeper transfers you to the department, but beforehand let’s them know that they were expecting your call. Now you’ve got a confused department manager on the line and as soon as they figure out why you are calling not only do you get the *CLICK*, you are also coined a liar from here on out. 

Try this instead: before you call, do some research (see a pattern here?). Learn more about this company that you’re wanting to spend money. Find out if you have a product or service – whatever it is you’re pushin’ – that would aid them. As a marketing company, Valiant can help a lot of various industries ranging from aquatic centers to vegan restaurants. But we aren’t going to cold call a customer service call center in Oklahoma. Not a good fit (no offense to Oklahoma or to call centers). Once you decide that XYZ company would actually truly benefit from your services, enlist the gatekeeper to help you get this crucial and beneficial information to the right person. Part of the gatekeeper’s responsibility is to keep people out, but another major task is to let the right folks in. Help them help you – then everyone looks good. And you make money. 

Tip 3: When it comes to the money talk time…

Here’s more of our coach’s bogus BS. “When it comes time to give the proposal, be real smooth and casual about it. Then follow-it up very quickly with a lesser important, easier to answer question. ‘Your total is $5,000. Do you want this product delivered in the morning or afternoon?’”

Ugh. 

Here’s how this is going to play out: your new client, having never known the better (because you didn’t explain it thoroughly) is going to spend money they may not have budgeted for you. And your sneaky-ass no returns sales policy is going to put them in a bind. Meaning, you may have won this battle, but you lost the war. They’re not coming back and more than likely will look to whatever it is you are pushing with disdain, eventually hiring the competition who truly understands their needs and budget. 

Try this instead: if you’ve really done your research about XYZ company (you’re seeing the pattern now for sure), you’ve learned about their revenue, size, spending history, etc. In the year 2021, if you don’t have a wide diverse sales offering you’re going to need to do some homework. Not every account is going to be your golden egg, but every account has value. And many times those smaller sales in the beginning lead to much bigger accounts down the road. When it is time to talk price, put together a product or service package that wouldn’t make you ashamed to present and isn’t going to cause buyers remorse. 

Together, we can rid the world of this amateur nonsense days gone quick money “me, me, me” sales approach. Instead we can fill the world with products that are useful, transactions that are all-around fruitful, and company representatives who give a damn. 

If you feel like you are struggling in your sales approach and need some help identifying how you package your service or bring your brand to market, Valiant can help. We can create meaningful messages that will make the sales process a joy for both you and your new clients.

Cheers.