The salesperson's worst enemy

In my career I have been fortunate to have performed in both ends of the traditional negotiation desk. I've been a purchaser as I've been a salesperson and in this experience I have seen few mistakes by sales professionals that can be as damaging for a commercial relationship and the overall sales results as overpromising. 

It's tempting to promise the moon to a potential customer, especially when in the "dating" stage of the relationship as we are trying to convince and gain the favors of the still  probable customer. The temptation is not only for the salesperson, but also for the buyer. Let's face it, few buyers will decline a special favor, even if not necessary.  Why wait until tomorrow for the delivery if the salesperson is promising a same day shipment? Or why take the full price if the seller offers an unrequested discount? 

Interestingly, as popular as the expression "under promise - over deliver" is,  this mistake is made by experienced and beginner sellers alike. If you are a sales professional remember the following concepts before promising your customers the moon:

 - Do your homework and learn what's really important to your customer, don't assume you know it and ask the right questions. Only then will you be able to offer just those negotiation points that are relevant, compelling  and strictly necessary.

- Don't take commitments on someone else's behalf. First, you may be placing unnecessary pressure on your own team to accomplish parts of your negotiation that might not be achievable. Second, it's  best to have control over the items of the offer, why would you want to give that control away?

 - Do request and take reasonable time to prepare your offer and negotiation and take into consideration all the components and colleagues that might get affected by your proposal.

 - Don't take your competitors' offers for granted. Just because a buyer tells you that your competition has a better deal that doesn't mean it's true or that there are no guidelines that apply for such deal to become available. Research for an educated decision.

Avoid becoming your worst self enemy, remember that if you overpromise, you might get the business once. However, if you don't deliver you will damage your reputation, you will create unnecessary tension within your own team, but worst, you may never get a second chance to serve that customer.

 Leave over promising to politicians, you have a customer to care for and a reputation to think about.

Emilio Pedral / Sales and Marketing Executive