Sales Tactics That Should Be Left Behind: A Critical Look
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Chapter 1: Introduction to Distasteful Sales Practices
It's quite surprising for many in sales and marketing to realize that certain techniques can be perceived as offensive. While blatant offenses, like the notion that "sex sells," might come to mind, the subtler manipulations of potential buyers can be seen as downright unpleasant by many.
I've discovered that not everyone shares my perspective; if they did, these methods would surely fall flat. However, the sheer number of overtly manipulative strategies that alienate someone like me is astonishing. It’s incredible that we still make purchases at all.
These undesirable tactics affect both corporate and retail sales environments. Below are several practices that should be eliminated, presented in no particular order.
Section 1.1: Redundant Job Titles
Confusing Titles for Sales Roles
Consider how presumptuous it is for a company like Acme Corporation to think they have someone who will manage my success. Such titles often elicit an inward groan from many customers, not just those who are neurodivergent.
Simply put, it sounds absurd.
Subsection 1.1.1: Inflated Job Titles
Everyone is a VP of Sales
This issue seems particularly pronounced in tech sales. In the early 2000s, a trend emerged where every new hire was given a flashy title to attract clients.
How long has it been since I've met a tech salesperson who wasn’t a Vice President of Sales or something similar? I recall working for a value-added reseller and chuckling at this absurdity.
We were told that every account representative needed a prestigious title to impress customers, which has clearly become an overplayed strategy.
The reality is, customers are not impressed. Now, your VP of Midwestern Sales is conversing with technical staff, not even with Directors.
Section 1.2: Overcrowded Meetings
Too Many Vendors in a Single Meeting
I never imagined I would say this, but I’m grateful for recent layoffs in the tech sector. Vendors are now compelled to operate with fewer resources, which often leads to a leaner approach in client meetings.
Yet, there are times when desperation leads to sending an excessive number of representatives. I once worked with a vendor who sent twelve people to meet with a Major League Baseball franchise, which meant we outnumbered the client by three to one. This was far from ideal.
Chapter 2: Additional Sales Techniques to Avoid
This video discusses six sales strategies that should be avoided in gym settings. These methods might surprise you, especially if you consider how they can turn potential clients away rather than attract them.
In this video, the focus is on three “pushy” sales tactics that many use without realizing their negative impact. Understanding these can help improve sales interactions.
Section 2.1: Misleading Communication
Misuse of Job Titles
During a recent conference call, a vendor introduced himself as "VP of Technical Solutions and a Solutions Architect."
To clarify, a solutions architect typically reports to a lead architect, who is managed by a director, culminating in a VP. So, is this person compensated as a solutions architect or a VP?
It raises questions about the authenticity of these titles.
Section 2.2: Overuse of Names
Repetitive Name Usage
This phenomenon extends beyond sales. People who repeatedly use your name during conversations may think they are establishing rapport. However, I find it irritating when someone mentions my name more than twice.
Instead of making me feel valued, it signals that they are trying to sell something, which shifts our dynamic unfavorably.
You may use my name once when we first meet and again when you leave—perhaps with an exception if you genuinely forget it mid-conversation.
Chapter 3: The Retail Experience
False Sales Promotions
I recall my father working with a state Attorney General on a case against a now-defunct major retailer accused of perpetually marking items as "on sale" without a genuine price reduction.
Despite winning the case, the retailer changed nothing. Fast forward decades, and I still see similar tactics, like grocery stores advertising “2 for 1” chicken breasts, where the sale price is the same as the regular price.
I even contacted Safeway about this issue, and they acknowledged it was against their policy, yet nothing has changed in four years.
Do such practices annoy you? Do they influence your shopping choices?
While I still shop at Safeway, these tactics do affect my overall behavior and comfort level with other companies.
Bonus Section: A Cautionary Tale
A Short Story About a Dishonest Salesperson
Let me recount a brief experience with a vendor who wasted our time during a demo. After specifying our need for a Linux or Windows-based system, the salesman revealed it was built on an AS-400 server.
When I confronted him, he smugly suggested that the system's power would make us reconsider our requirements. I promptly made it clear that not only would he lose the sale, but he had also lost my trust entirely.
In closing, it’s crucial to recognize these manipulative tactics and understand their potential impact on customer relationships.