Good Sales vs Bad Sales

Good Sales Vs Bad Sales

The sales profession is undergoing a dramatic change due to various social and technological factors. The traditional salesperson who tricks and cajoles customers is being replaced by the honest, empathetic professional who seeks to become a partner and trusted advisor for their customers. Check out these nine tips from Nova that will help coach your sales team on Good Sales versus Bad Sales.

Tip 1: Create Value

Good salespeople think their goal is to help customers and create value, but bad salespeople think their goal is to meet quotas. Selling in the 21st century requires your salespeople to develop a helping relationship with their customers, similar to that employed by accountants, doctors, and lawyers. A sale should never occur unless it benefits your customer.

Tip 2: Honesty

Good salespeople are known for their honesty, but bad salespeople are known for their sleazy behavior. Consider a case in which your salesperson listens attentively to a customer’s needs, while considering the limitations of his or her product. Your salesperson then determines the product won’t meet those needs and refers that customer to another company. This would be unthinkable in traditional sales techniques, however, that customer will now know that your salesperson has his or her best interests in mind.

Tip 3: Empathy

Good salespeople communicate with deep empathy, but bad salespeople communicate with ego and apathy. An empathetic salesperson views a client as more than just an object; he or she truly cares about that client. These salespeople will examine the client’s concerns and admit when the product falls short rather than simply attempting to overcome the client’s objections. Clients will feel that a salesperson who uses empathetic communication respects their needs more effectively.

Tip 4: Relationships

Good salespeople connect with buyers by building relationships, but bad salespeople just try to sell their product. Today’s customers simply won’t tolerate the stereotypical fast-talking salesperson whose sole concern is making a sale. Unless you’re selling used cars, salespeople will continue to face increasingly sophisticated clients. Long-term success in sales will therefore require a broader frame of reference than simply claiming that your product is the best on the market.

Tip 5: Personalization

Good salespeople prospect with highly personalized messages, but bad salespeople use spammy cold emails. Personalization can become difficult when you can send an email to thousands of recipients by clicking a few buttons. However, we offer a sales platform that uses artificial intelligence (AI) to obtain online information on prospective clients, which can become an indispensable tool for personalized messaging.

Tip 6: Customer Problems

Good salespeople primarily talk about their customer’s problems, but bad salespeople talk mostly about the features of their products. Salespeople should strive to become problem solvers for their customers, which typically takes time to achieve. A problem solver is skilled in helping customers select a product that actually meets their needs, rather than one that results in the highest commission. This type of salesperson may also have knowledge of some technical areas, but isn’t hesitant to consult the appropriate experts within your organization.

Tip 7: Customer Solutions

Good salespeople close the deal by finding the best solution no matter what it takes, but bad salespeople haggle in haste. Building relationships requires much more time than simply selling a product, which is the primary focus of traditional sales techniques. While these techniques often include identifying the customer’s needs to develop a long-term relationship, this goal is usually secondary to making the sale. A good salesman considers the sale to be only one step in establishing a relationship with the customer.

Tip 8: Partnerships

The customers of good salespeople think they are partners and trusted advisors, while the customers of bad salespeople think they’re douche bags. Partnership selling means that your salesperson becomes actively involved in your customers’ business affairs to the point that they become an advisor. Enterprises are generally reducing the number of vendors they use to develop closer ties to the ones they keep. Clients who don’t find this relationship with you will turn to someone who will provide this service.

Tip 9: Purpose

Good salespeople carry their purpose and mission with them, but bad salespeople just carry their sales quota. A purpose-driven salesperson considers a sales quota to be a milestone rather than the ultimate goal. The specific driving force may vary, but purpose is essential for achieving a consistently high performance in sales.


These nine tips can help your salespeople develop successful sales strategies for the 21st century. These strategies should be developed into a training program that can be easily learned and transferred to new salespeople. Techniques that combine repeated sales with partnership selling will be essential for maintaining an advantage over your competitors.

Want to download a PDF and share with your team? Click the button below to download our Good Sales vs Bad Sales e-book.

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