Over the past 30 years, I have had the pleasure of working with hundreds of organizations and hundreds of salespeople, some exceptional, some good, and some not so good. In every case, the goal of driving sales and profit was consistent for both the organization and the salesperson. It is common for organizations and salespeople to share this goal, but what is even more common is the lack of a corporate strategy or sales philosophy to achieve it.

With specific reference to the sales aspect, it is normal to see a wide range of skill sets. In most organizations, the philosophy of Vilfredo Pareto typically holds: 80% of the sales will likely be produced by 20% of the team. More importantly, 80% of the company’s profit will be generated by that same 20%. We could then conclude that 80% of the team are either underperformers or that the 20% are overperformers. While it is likely a combination of both, it is fair to say that the habits of the 20% are more effective. The (bad) habits of the underperformers are the ones that contribute to a lack of sales success. We could and should focus on the good habits practiced by the top 20%; however, it is sometimes easier to stop doing the wrong things and correct behavior that way. By eliminating the behavior that leads to wasted time, poor customer relationships, lost sales and profit, and possibly even the loss of your job, your sales process will become more efficient and more effective.

I have successfully sold in many different companies and industries. In every industry, I quickly learned the products, services, and company goals and sold my way to the number-one position in both profit and sales. All of this was achieved using sound selling fundamentals and techniques that allowed me to fulfill the very simple job description of a salesperson: “to GET and KEEP customers.” Along the way, I made many mistakes, but I learned from them quickly and now offer them for your avoidance in this program, “Don’t Do That.”

I have managed sales teams across the country in very senior positions. There are always good performers whose mistakes are either behind them or minimal. But others are still learning or have tried to learn but haven’t, and they continue to do things that should not be done. Much of the content for this program has also been derived from their shortfalls.

Finally, as a Professional Sales Trainer and Coach, I have facilitated hundreds of training sessions and traveled with many salespeople. I have witnessed things that I still do not understand how or why they happened. These experiences, too, have been incorporated into this program.

To summarize, many sales trainers focus on all the things you should do to achieve the ultimate goal: closing the sale. While I agree that there are many things you should do, it certainly makes sense to understand them.  I have chosen to present this material in reverse by offering over 40 fundamentally bad habits that you should not do during the sales process. Ironically, by eliminating these habits, you will ultimately be doing exactly what you should be doing.